Spark an idea:
Hostess was looking for a major tentpole film to drive sales in the May/June window. X-Men: Days of Future Past was named the most anticipated film of the summer and featured a star-studded cast. Both X-Men and Hostess are beloved American brands, and the X-Men comics often featured Hostess advertisements. Hostess already owned the trademark for eXtreme creme and knew a partnership was the perfect opportunity to launch two new flavors of Twinkies: Strawberry and Blue Raspberry, playing off the red and blue color palette of the film.
Ignite a plan:
- Film featured placement of retro Hostess packaging
- Developed Strawberry and Blue Raspberry LTO Twinkies
- Created co-branded packaging of multipack and single Twinkies, CupCakes, and four flavors of bagged Donettes
- Designed co-branded displays and POS materials
- Hosted an instant win and sweepstakes app on the Hostess Facebook page
- Instant win prizes included X-Men merchandise, an exclusive art piece, movie tickets, Blu-ray collections, and Hostess coupons
- Awarded one grand prize winner an extreme trip for four to Montreal, Canada – where the film was shot
- Instant win/sweepstakes entry codes were distributed inside specially marked boxes
- Created custom Facebook posts and ads
