Spark an idea:
Realizing that Minions bear an uncanny resemblance to Twinkies, Hostess partners with Universal Studios on the Twinkie Minion Makeover Sweepstakes, inviting consumers to turn their Twinkies into Minions to win great prizes.
Ignite a plan:
- Developed a Banana Twinkie LTO Flavor sold exclusively at Walmart.
- Created co-branded packaging of Twinkies and bogged Donettes.
- Printed Minion accessories on back panel of Twinkie boxes.
- Secured 4,000 end caps and displays across the country.
- Created custom Facebook posts.
- Consumers could win prizes by snapping a picture of their Twinkie Minion creation and uploading it to Hostess’ sweepstakes app.
- Awarded on DM2 Blue-ray combo pack and Hostess coupon each day.
- Awarded one grand prize winner a home theater system, 30 Universal Blu-rays, and a year supply of Hostess products.