Twinkies: Since the Dawn of Time

THE BIG IDEA

Twinkies will survive the apocalypse. That’s

just an urban legend… or is it? Recent

archaeological evidence proves that Twinkies

have been satisfying taste buds since the

dawn of time! Even more proof is out there

suggesting Twinkies could be the everlasting

snack food – but we need your help to

uncover it.

The Campaign Elements

- Fake press releases about new Twinkie

archaeological discoveries- Online video ads- Interactive microsite- Outdoor dig sites- Crowdsourced competition

Twinkophase One Twinkie cell and one daughter cell are produced

Twinkie Mitosis

Fake Press Releases

Fake press releases detailing the discovery of

Twinkies at archaeological digs will kick off the

campaign to generate awareness and curiosity.

They will be placed on the websites of

scientific/archaeological publications such as

National Geographic and Archaeology and promoted

on Twinkie’s owned social platforms. The goal of

these press releases will be to reach top content

aggregator sites like Buzzfeed and Reddit, leading

to virality.

Online Video Ads

Video content will be released along with the text of

the press release that details the exploits and

experiences of the archaeological teams. These

spots will be produced in a hand-held, rough-cut

style, as though the discoveries are being made

live, right in front of the viewer. For example, an

archaeologist excitedly calls over the cameraman to

film a box of Twinkies she has discovered carved

into a line of hieroglyphics.

Interactive Microsite

Twinkies: Since the Dawn of Time, will have its own

campaign microsite, with an interactive world map

of recent Twinkie discoveries. The map will not only

show discoveries produced by our agency (with

links to more information), but users will be able

upload their own Twinkie discovery

photos/videos/stories and geotag them.

Outdoor Dig Sites

Outdoor dig sites at urban parks will challenge

participants to get there hands dirty and make a

Twinkie discovery of their own! Boxes of Twinkies

will be placed beneath the earth along with other

items, and teams will be asked to sift through and

uncover them. This is a guerilla type activity that

should generate great buzz and excitement around

the brand, while engendering real loyalty amongst

participants.

Outdoor Dig Sites

Outdoor dig sites at parks in urban areas will

challenge participants to get there hands

dirty and make a Twinkie discovery of their

own! Boxes of Twinkies will be placed

beneath the earth and teams will be asked

to unearth them. This is a guerilla type

activity that should generate great buzz and

excitement around the brand, while

engendering real loyalty amongst

participants.

Crowdsourced Competition

Twinkies will run several competitions to see who can make

the most astounding Twinkie discovery, with winners receiving

all-expenses paid trips to famous archaeological landmarks

(ie. The Pyramids of Giza, Vesuvius, etc.). The challenges will

range from Photoshopping a Twinkie into a historical moment,

to writing a short story about how a single Twinkie changed

the world forever. Winners will be selected by users of the

Twinkie microsite and followers of Twinkie’s owned platforms

(using a peer-vetted creative production model).

Why This Has to Happen!

- Twinkies would use a pre-existing cultural

reference about the brand and spin it in a whole

new light.

- Twinkies needs to bring itself back to prominence,

not just as a brand people joke about, but one they

purchase. It needs a big, bold campaign to do this.

- This campaign is high in potential for virality and

also builds in a great deal of interactive elements to

increase brand engagement.

Why This Has to Happen!

Also, this campaign gives agency creatives, as well

as members of the new Twinkie community, a near

infinite amount of material to work with. Virtually

any event in the course of natural or human history

can be used as a backdrop for a Twinkie ad.

TWINKIES: SINCE THE DAWN OF

TIME