Dive summary:
- Hostess and its beloved Twinkies are making a comeback to shelves, and social media will play a central role in the marketing campaign, which includes acountdown clock, food truck tour and promotion viaTwitter.
- The snack cake maker filed for bankruptcy eight months ago, pulling its popular items from shelves; the company was purchased by private equity firms Metropoulos & Co. and Apollo Global Management.
- The company is whetting consumers' appetites for the treats' return on social media with the tagline "The Sweetest Comeback in the History of Ever" and a "Prepare Your Cake Face" campaign, which uses an existinghashtagthat is used by Twitter users to demonstrate preparedness.
Prepare your#cakeface, America. The clock is ticking…http://t.co/mcndyj0dei.
— Hostess Snacks (@Hostess_Snacks)June 25, 2013
- The following are examples of "Cake Faces" associated with the Twitter hashtag that have been shared:
钻取图片。#Cakeface＃我很无聊.pic.twitter.com/hYIFP0AZ1B
— ⓑⓐⓘⓛⓔⓔ ∞ (@BaiBai_116)July 10, 2013
看起来整个Marion Pool Crew准备了！362小时和数量计数！RT.@mgreiter: Ommm nommmm!!!#cakefacehttps://t.co/tmdvg8vaay.
— Hostess Snacks (@Hostess_Snacks)June 30, 2013
The clock is ticking...Have you prepared your#cakeface＃广告https://t.co/pGEjldVdK4
— Tim Gerst (@timgerst)July 2, 2013
From the article:
... "This week in New York, Chicago and Los Angeles, street teams are handing out 'Prepare Your Cake Face' T-shirts and 'I saved the Twinkie' buttons. In return, consumers are taking to social media, including Vine and Instagram, to post their own videos of their 'cakes faces,' some of which are featured on PrepareYourCakeFace.com
The 'cake face' is an expression of preparation -- open to consumer interpretation -- as people await the return of the snacks, Lubeck says. Faces range from eager wide eyes and mouths wide open to satisfied smiles and people already chewing." ...
