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Twinkies dawn of time

J
Jonathan Unger

This document outlines a marketing campaign for Twinkies to establish that they have existed since the dawn of time. The campaign elements include fake press releases about archaeological discoveries of Twinkies, online video ads depicting the discoveries, an interactive map for users to share their own findings, outdoor "dig sites" where participants can uncover buried Twinkies, and competitions for the most creative Twinkie-related submissions. The goal is to leverage the cultural reference of Twinkies' longevity and build engagement through interactive and viral elements.

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Twinkies: Since the Dawn of Time
THE BIG IDEA Twinkies will survive the apocalypse. Thats 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.
Twinkies dawn of time
The Campaign Elements - Fake press releases about new Twinkie archaeological discoveries - Online video ads - Interactive microsite - Outdoor dig sites - Crowdsourced competition
Twinkie Mitosis Twinkophase One Twinkie cell and one daughter cell are produced
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 scienti鍖c/archaeological publications such as National Geographic and Archaeology and promoted on Twinkies owned social platforms. The goal of these press releases will be to reach top content aggregator sites like Buzzfeed and Reddit, leading to virality.
Twinkies dawn of time
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 鍖lm 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.
Twinkies dawn of time
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 Twinkies 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 in鍖nite 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 dawn of time
Twinkies dawn of time
Twinkies dawn of time
TWINKIES: SINCE THE DAWN OF TIME

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Twinkies dawn of time

  • 2. THE BIG IDEA Twinkies will survive the apocalypse. Thats 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.
  • 4. The Campaign Elements - Fake press releases about new Twinkie archaeological discoveries - Online video ads - Interactive microsite - Outdoor dig sites - Crowdsourced competition
  • 5. Twinkie Mitosis Twinkophase One Twinkie cell and one daughter cell are produced
  • 6. 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 scienti鍖c/archaeological publications such as National Geographic and Archaeology and promoted on Twinkies owned social platforms. The goal of these press releases will be to reach top content aggregator sites like Buzzfeed and Reddit, leading to virality.
  • 8. 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 鍖lm a box of Twinkies she has discovered carved into a line of hieroglyphics.
  • 9. 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.
  • 11. 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.
  • 12. 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.
  • 13. 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 Twinkies owned platforms (using a peer-vetted creative production model).
  • 14. 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.
  • 15. Why This Has to Happen! Also, this campaign gives agency creatives, as well as members of the new Twinkie community, a near in鍖nite 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.