Twinkies will launch a marketing campaign centered around the idea that Twinkies have existed since prehistoric times. The campaign will include fake press releases about archaeological discoveries of Twinkies, videos portraying such discoveries, an interactive website allowing users to upload their own "finds", outdoor events where people search for buried Twinkies, and competitions for the most creative Twinkie-related submissions. The goal is to generate buzz and interest around Twinkies through humor and audience participation.

1. Twinkies: since the Dawn of
time

2. THE BIG IDEA
Twinkies will survive the apocalypse. That’s 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 scientific/archaeological publications such as
National Geographic and Archaeology and promoted on
Twinkie’s 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 film 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 Twinkie’s 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 infinite
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.

19. TWINKIES: SINCE
THE DAWN OF
TIME