Festivalgoers Take a Ride on Hostess’ Twinkie Bull - Event Marketer

Festivalgoers Take a Ride on Hostess’ Twinkie Bull

db_hostess_edta_2016
Brand: HOSTESS
Agency: AGENCYEA
Awards: EXPERIENCE DESIGN & TECHNOLOGY AWARDS — BEST OUTDOOR ENVIRONMENT
Year: 2016

Hostess produced its largest-ever consumer-based activation last spring with a Twinkie sampling event that took South by Southwest (SXSW) attendees for a wild ride atop America’s favorite cream-filled snack. With its sights set on millennials, the brand activated its Outdoor Stage sponsorship by unleashing the Twinkie Bull. That’s right, the Twinkie Bull—a six-foot-long mechanical bull fabricated to resemble the iconic snack food, which served as the centerpiece of Hostess’s three-day activation.

The objective of the Twinkie Bull experience was to boost user-generated content while offering an experience authentic to the Austin-based festival. Accordingly, festivalgoers were invited to stop by the Hostess booth to take their shot at taming the “Bucking Twinkie” and to sample Hostess’ core products. To reward participants who held on to the Twinkie Bull for 30 seconds or more—and to incentivize all attendees to engage with the brand—staffers distributed branded swag like custom shirts, bandanas and foam cowboy hats. Photo ops with Hostess’ mascot, Twinkie the Kid, were also available.

Armed with a low barrier-to-entry, loads of sweet treats and an inherently share-worthy experience, Hostess ultimately earned 50,000 direct impressions. Yee-haw!

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