Hostess Activates Cakeface for Twinkie Relaunch - Event Marketer

Hostess Activates Cakeface for Twinkie Relaunch

DB_Silver_Hostess_2014 Ex
Brand: HOSTESS
Agency: BERNSTEIN-REIN LAK MARKETING WERKS
Awards: EX AWARDS — BEST USE OF GUERILLA/STREET MARKETING
Year: 2014

For many years the beloved Twinkie was a childhood lunch bag staple, and when that fluffy yellow cake nearly went extinct two years ago, nostalgia-induced panic set in. After it was purchased out of bankruptcy, however, Hostess prepared for a re-launch of Twinkies and its other most popular snack, CupCakes, with a very new target to engage outside of its previous, loyal core mom target—convenience store males ages 18 to 34, the highest consuming snack purchaser in that channel.

Hostess took full advantage of the masses “in mourning,” specifically those that loved Twinkies but hadn’t had one since childhood. To grab these consumers’ attention, the brand activated “Prepare Your Cakeface” to prepare these consumers for the launch. For more than a week Hostess targeted high-visibility areas in New York City, Chicago and Los Angeles with thousands of unbranded signs bearing that slogan. By doing a simple search of the slogan, consumers pulled up a microsite that promoted the use of the hashtag #cakeface and aggregated in real-time the Vines and Instagram videos consumers posted of themselves “stretching their mouths” in preparation for the snacks’ re-launch. Teams also hit the streets with t-shirts, stamped hands with the hashtag and gathered crowds together for “mouth stretching” exercises.

This campaign took full advantage of the social media savvy demographic. On Vine, #cakeface trended nationally. On top of that, Twinkies sales increased 185 percent and CupCakes sales increased 53 percent year-over-year. Om, nom nom.

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