Twinkies Brand Engagement Strategy

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2013 Brand Engagement Strategy Philip Jesse Donaldson

Transcript of Twinkies Brand Engagement Strategy

Page 1: Twinkies Brand Engagement Strategy

2013 Brand Engagement StrategyPhilip Jesse Donaldson

Page 2: Twinkies Brand Engagement Strategy

The Campaign - Components

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The Hunt for the Golden Twinkie

This contest harkens back to Willy Wonka and his five golden tickets, but with a twist. Thirteen packages of Twinkies with golden filling will be distributed across the U.S. The lucky few who find these golden Twinkies will receive a special prize based on their age group

The Hunt for the Golden Twinkie will be used as a tagline for an advertising campaign to promote the contest

Excitement over finding these special Twinkies will increase sales

Twinkies pop-up stores will provide a fun way to create buzz while selling Twinkies snack cakes and merchandise in major cities

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For the Lucky Few

Three Tiers of PrizesAges 7-13: Finder gets

Twinkies delivered to his/her school for everyone

Ages 14-20: Finder will receive a $2,500 Twinkies scholarship for furthering their education

Ages 21 and up: Finder, along with three guests will be invited to attend the Twinkies Revival party in New York City as V.I.P. guests

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Twinkies Revival Party

Details Why a Party? Event will be held at the 40/40

Club in the Flatiron District Location chosen for its high

capacity, reasonable price and enjoyable atmosphere

In the spirit of Twinkies and the Campbell-Mithun created tagline: “Where’s the cream filling?” We would also ask Smirnoff Whipped Cream flavored vodka to be a corporate sponsor

The shockwave created from Twinkies being pulled from the shelves was enormous. What better way to bring back this great piece of Americana than by throwing a big party?

Disappearance of Twinkies even brought celebrity outcry from people like Rob Lowe, Woody Harrelson, Diane Sawyer, Piers Morgan – all likely to attend such an event

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Twinkies Pop-Up Store Pop-up stores are an emerging

trend in retail that bring brands right to their audienceWired Magazine’s Holiday Pop-up

store in SoHoGQ Pop-up store in Chicago

Because they “pop-up” unannounced, pop-up stores bring a fresh feel, surprise and exclusivity that draw crowdsGalleries, theaters and Cirque du

Soleil have been using pop-ups successfully for years

Great way to draw in customers to sell Twinkies and Twinkies merchandise

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Social Media Competitions Cooking with Twinkies

Twinkies Photo Contest

This is everyone’s chance to show off their greatest edible Twinkie creation! Encourages participants to ‘go big’

with their creation, increasing Twinkie sales

Engages participants in an online community around Twinkies, generating more excitement about their revival

Simply photograph and share to Twitter/Facebook to enter

Winner invited to participate in televised cooking with Twinkies “Throwdown” with Bobby Flay

Submit your wildest photos with Twinkies! Participants take pictures of

themselves with Twinkies and share via Twitter/Facebook

Generates further engagement in online Twinkie community and adds a little more fun to the great snack cake

Three winners get a case of Twinkies and a limited edition Twinkies T-Shirt

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Television Placement OpportunitiesCooking with Twinkies

“Throwdown” with Bobby Flay

Twinkies as a secret basket ingredient for dessert round of “Chopped”

Twinkies used as mystery ingredient on “Sweet Genius”

Prospect of winning a chance to appear on “Throwdown” with Bobby Flay would increase participation in the Cooking with Twinkies social media competition

Appearance as a mystery ingredient increases its exposure and generates renewed interest in Twinkies

Creative dessert cooking increases appeal of both Twinkies and the program it appears on

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Why These Components Make a Winning Campaign The Hunt for the Golden Twinkie is a

nation-wide search that has something to offer to all of Twinkie’s key demographics Utilization of Twinkies pop-up stores in

major cities adds fresh feel and excitement to the Twinkie search

Social media competitions engage participants in an online Twinkie sharing community Winner given the opportunity to perform

in Twinkies television placement appearance

Twinkies television placement opportunities hold participation in the social media competitions and elevate the amount of positive Twinkies exposure Give a chance to show how creatively

Twinkies can be used