Hostess hits a home run with its 'touchdown' tweet for MLB's opening day
The Hostess "Touchdown" tweet received record engagement for the brand, with 763 re-tweets and 430 favorites within the first four and a half hours, for a 52,886% increase over the Hostess' average retweets and 21,082% over its average favorite total.
Pretty crazy how one tweet could generate so much attention. The frenzy that followed the joke ranged from Twitter users who thought Hostess didn't understand baseball to appreciative followers who understood the joke!!!
This is a really creative idea, and what makes it so special and effective is the placement and correlation with opening day. Baseball's opening day creates so much buzz and excitement, and this treat is a staple snack, especially for young baseball fans at the t-ball age, so it really reaches a wide target audience of both children and parents. I think it was bold of Hostess to use this approach, but it did pay off in generating attention through social media.
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