MoonPie’s Three-Year #TheBigThing Saga Finally Made it to National TV Screens… At Gas Pumps
KNOXVILLE, Tenn (February 3, 2020) – For the past two years, Chattanooga Bakery’s MoonPie and agency of record Tombras have subverted big budget advertising with a series of escalating campaigns shared across the beloved snack cake brand’s social platforms.
In 2018, they kicked-off #TheBigThing campaign by publishing nine absurd scripts for TV spots they would have aired if only they had the budget. The internet went a little crazy.
Tweet announcing scripts
The Family script
TheStudySesh script
Space script
In 2019, #TheBigThing continued when three of those spots were actually produced, and again shared socially, and the internet went a little more crazy for #TheBigThing.
Note: we made two others, but we continued this narrative
This year, the brand has taken things to the next level and aired a new #TheBigThing national TV spot, building off #TheBigThing, and this time it ran nationally on hundreds of thousands of screens throughout America...
Only, those screens were located on fuel pumps at gas stations, and the spot aired on GSTV’s data-driven, national video network that reaches 1 in 3 Americans monthly at 22K+ fuel retailers across the country.
“This would seem like a crazy idea for most brands, but it’s perfect for MoonPie because it’s an Outta This World creative idea and media placement,” said Dooley Tombras, President at Tombras. “Millions of consumers stop by gas station convenience stores on their way to parties or to stock up for their own gatherings. So not only did we finally make a TV spot for MoonPie, but we did it while making sure we were in the right place at the right time with a spot worthy of advertising’s biggest day.”
“Living in New York City for nine years where they have these baby gas stations, it had been awhile since I’d been to a real, American fuel stop,” said Jeff Benjamin, Chief Creative Officer at Tombras. “The innovation that’s taken place fueled our thinking, and made GSTV the perfect Outta This World platform for our trilogy. What a fun way to keep this campaign running. I’m pumped.”
The spot will begin running at noon ET Sunday while consumers were making last-minute runs to convenience stores to pick up essentials.
“When Tombras approached us, we immediately realized their idea was a stroke of genius – and not just because of the spot’s creative vision,” said Sean McCaffrey, President and CEO at GSTV. “Brands today know it’s increasingly difficult to find moments when consumer attention is truly focused, so with an unavoidably attention-grabbing spot, and a media buy that leverages the full scale and capabilities of GSTV, it’s the perfect way to stand out.”
Here’s how the project rolled out:
Thursday, Jan. 30th
Friday, Jan 31st
MoonPie revealed the ad will include MoonPie child - half human, half MoonPie
Saturday, Feb 1st
MoonPie will tweet a redacted version of the script, harkening back to 2018 and the original scripts
Sunday, Feb 2nd (shortly into the second quarter)
MoonPie and GSTV released the video on their Twitter feed
It’s at 141k views which puts it ahead of Little Caesars, Verizon, Tide, Reese’s, Toyota, Snickers, P&G, Porsche, Disney’s Mulan, State Farm, Rocket Mortgage PER USA TODAY ADMETER.
The internet responded - you HAVE to see these tweets
For more information about MoonPie, go buy some and read the box. Or email matt@meetraven.com.
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About GSTV:
GSTV is a data-driven, national video network delivering targeted audiences at scale across tens of thousands of fuel retailers. Reaching 1 in 3 American adults monthly, GSTV engages viewers with full sight, sound, and motion video at an essential waypoint on their consumer journey. Analysis of billions of consumer purchases demonstrates that GSTV viewers spend significantly more across retailers, services, consumer goods and other sectors, following a fuel transaction. While offering consumers entertaining and informative content, GSTV drives immediate action and creates lasting brand impressions, delivering measurable results for the world’s largest advertisers. Visit gstv.com for more information and follow us on LinkedIn and Twitter.
About Tombras
Tombras is a 330+ person full service, independent advertising agency headquartered in Knoxville, Tennessee best known for connecting data and creativity for business results. It was named to Fast Company’s Most Innovative Companies list for its work for MoonPie, which was named a Top 5 Breakthrough Brand by Adweek. An AdAge A-List Agency to Watch, Tombras has grown to one of the leading independents in the nation, with a client roster including Orangetheory Fitness, NutriSystem, Lyft, Fresh Direct, Bush Beans, Great Clips, RE/MAX, Darden Brands, MoonPie, PGA Tour SuperStore, Pernod Ricard’s Smoother Ambler Whiskey and many others.