Objectives

Drive engagement and conversation. Motivate consumers to engage with Butterfinger and express brand love.

Rationale

Butterfinger followers have a high composition of movie interests. In 2014 there were over 17.1MM tweets on Oscar Night, making it one of the most tweeted about broadcasts of the entire year. Throughout the evening, acceptance speeches, tributes and spontaneous selfies made people laugh, cry, and of course, turn to Twitter to listen and participate in the social soundtrack for the show.

Strategy

Enable Butterfinger to “butt into” the Oscars by hosting the first ever Butterfinger #CupsAwards to celebrate the funniest and smartest tweets of Oscar night.

Header Photo Credit: Dat Nguyen