Starburst, the solid yet juicy candy, is a delicious contradiction. In 2010, we engaged the brand’s fans online by launching the Contradictionary, a social media platform that allowed fans to submit and vote for their favorite real world contradictions, from jumbo shrimp to boneless ribs and beyond. In 2011, we wanted to capitalize on the Contradictionary’s momentum—by moving beyond mere wordplay to engaging consumers on a deeper, more personal level.
Our target: the archetypal Millennial. Opinionated, plugged in, and socially active. They have shown preference for brands that practice social responsibility.Starburst Facebook Page
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