TWITTER CANDY STORE
Producer
Agency: N/A Collective / Client: Twitter
September 2019, New York, NY
In tandem with Twitter’s recent out-of-home campaign plastered all over Union Square subway station, we popped up a branded candy shop in Union Square park. Featuring real tweets surrounding curated around what Twitter means to users. When it came time for the brand to choose a surprise and delight component to supplement its “Twitter Is” initiative, the team noticed a theme: users were using terms and phrases like “sweet,” “yummy” and “candy for the mind” to describe the platform. And voilà—the idea for a candy shop was born.
The pop-up shop, a mobile trailer converted into a greenhouse-style candy store, offered passersby a variety of candies, each corresponding to user tweets. For instance, a tweet that read “Twitter is actually a lollipop that lasts forever” inspired a swirl lollipop station. Other candy, which attendees scooped into bags once inside the pop-up, included fortune cookies, rock candy, kettle corn, gummy bear cubes and a bulk candy station themed in Twitter’s brand colors. The brand doled out approximately half a ton of free candy in just six hours.