In 2017, we hijacked the Solar Eclipse — a months-long effort that played out on Twitter, turning the eclipse into a high holy holiday for MoonPie. We drove so many sales, they had to shut down the factory. Our next idea, #TheBigThing, took over a year to execute. It started in 2018 when we humbly submitted slightly insane scripts on Twitter “we would have run if we had the budget” for ads that would only make sense to our audience. Fans went wild and begged MoonPie to produce them.

The payoff to the idea came during the 2019 Super Bowl, when, unbeknownst to our fans, we actually produced three of the spots, launching them on Twitter and owning the big game for nary a dime in media.

This fan tweet encapsulates how this insight paid off “best #superbowl spot ‘cept it wasn’t even in the #SuperBowl”! MoonPie has now become the Twitter account against which all other brand accounts are judged.