Pretzel Pop-Tarts Super Bowl Live Stream & Giveaway

To celebrate the launch of Pretzel Pop-Tarts, the brand partnered with the Twitter Brand Strategy team to ideate and create a live activation to stop the scroll and attract attention during the big game. People on Twitter were invited to like a Tweet from campaign spokesperson, Jonathan Van Ness, for a reminder to join a live stream on Super Bowl Sunday. The live stream featured a game show-style giveaway of Pretzel Pop-Tarts swag and ultimately drove over 115K views on the platform.

As the Brand Planner on the launch, I worked to concept and re-concept the strategy on Twitter to meet the brand's evolving desires for the launch. I worked on a cross-functional team to help bring the launch to life from ideation to execution. What I love about this launch is the fact that it met people on Twitter where they were during game-day with a clear, attention-grabbing proposition for attending the live stream and ultimately generating interest in Pretzel Pop-Tarts. The entire campaign eventually won a Gold Honor for Integrated Campaign at the Shorty Awards.