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