Twisties is the market leader in snack foods in Malaysia and Singapore and enjoys high brand awareness and top of mind brand recall.
The marketing challenge for Twisties was not to create Brand Awareness but to immerse the brand into youth lifestyle and culture, create new consumption behavior (“You can’t do without Twisties at the movies / parties!”) and reinforcing its market domination.
In this context, Twisties’ objective was to create an on ground platform that offers the brand the opportunity to connect with youths in an emotional and engaging manner.
The Process
More than 5 months went into planning for the year’s most unpredictable party.
The event marketing team at Mypartners worked closely with our colleagues from JM Asia to devise an integrated campaign consisting of below the line promotions, print ads, website and of course on ground event execution. Even our PR division was pulled in last minute by the client to develop the event press release.
Designed to bring out the brand personalities of Twisties of being fun, bold and unpredictable, the campaign mechanics required interested party goers to purchase any 70gm packet for a chance to get a free pass (for two) to the year’s most unpredictable party. Lucky holders to pass were then given a website link where visitors were teased to return to the site again and again as exciting party elements were unraveled on a weekly basis. The secret venue was finally revealed two weeks before the event.
The Result
In spite of the “unpredictable” weather that hit the outdoor event, almost 2,000 people braved the rain to attend Twisties Blast @ D’Warehouse. Up till the event date, over 8,000 people had registered on the website with over 40,000 unique visitors and 78,000 page views.
The 2,000 strong crowd was treated with one surprise after at Malaysia’s largest outdoor theme park, Sunway Lagoon. Twisties lovers and fun seekers trotted over, as early as 7pm, to the Elephant Walk which was transformed into one big pool of fun activities and experienced an outdoor party brimming with colours, surprises and cheekiness.
Injected with extensive youth street culture elements, including Music, Fashion, Art, Street Dance, and Extreme Sports, “Twisties Blast @ D’Warehouse” party came instantly alive with vibrant street performances along the Elephant Walk.
Subsequently, the evening’s temperature skyrocketed when award winning indie rock band Estranged colonized the stage with their hard and fuming titles, unleashing the dormant emotions within their fans. The stage was earlier warmed up by opening act - four new independent bands from the most talked about reality Radio programme, HotFM Twisties Bingit.
Just when attentions were paid intensely towards the stage, the crowd was caught off guard by the entry of two Harley Davidson bikes which sliced the crowd into half with increasing velocity, effectively signifying the start of the “THE IRRETWISTABLE SHOW”.
“THE IRRETWISTABLE SHOW” featured the culmination of all the youth street elements of the party including graffiti artists, BMX stunts, B-Boys and the climax, two spectacular aerial dancers which twisted and twirled as they performed, suspended 30 feet off the ground from a giant crane.
International female DJ, Stella Nutella took over after “THE IRRETWISTABLE SHOW” and teased the crowd once again into euphoria as she rode past midnight into new heights with her unique and powerful progressive trance and groovy electro notes, which had everyone spellbound till the end of the night.
All in all, Twisties Blast @ D’Warehouse lived up to the brand promise of providing an unpredictable yet engaging night out for Twisties lovers.