Sharing is polite.
Keeping is honest.
Yours. And also Yours.
OOH
Social Activation
The “Don’t Share” Dilemma
On Instagram, sharing is instinct.
We asked people to do the opposite.
Every minute the post wasn’t shared,
Twix donated $500 to No Kid Hungry.
The longer people held out, the longer it stayed theirs.
Eventually, someone always shared.
The round ended.
(The longest holdouts from the tests)At random times, it came back.
And people tried again.
Post goes live
Timer starts
+$500 per minute
Someone shares
Challenge ends
Results post
Radio/Podcast Spot (60 sec)
Personalized Packaging
Twix with a built-in name tag that lets you label both bars as yours, and only yours
CW: Matthew Shields