Social Activation
The Don’t Share Challenge
Twix turned not sharing into a live social challenge
where every minute of restraint
increased the donation to charity.
The challenge reappeared unpredictably, each time as a new live challenge.
Insight
On social media, sharing is instinctive, while restraint isn’t.
Campaign Connection
(The longest holdouts from the challenge)
Post goes live
Timer starts
+$500 per minute
Someone shares
Challenge ends
It turns “Yours. And also Yours.” into behavior — the cost of sharing is felt in real time.
