Popcorn, Indiana

Pass the Popcorn Party & Giveaway

Category: Twitter,

  • 10.9%

    Twitter engagement increased 10.9% vs. 3.9% the previous month

  • 12.5%

    Twitter follower growth

  • 5.3K

    people reached through the Facebook Event

About the Client


Popcorn, Indiana is an innovator of all-natural popcorn and whole grain snacks. The brand is dedicated to making the best-tasting snacks on the planet, handcrafted for sharing and creating delicious memories with friends and family. The largest independent popcorn snack company in the USA and maker of America’s #1 Kettlecorn, the brand offers several product lines including Popcorn, Indiana ready-to-eat popcorn; chip’ins air-popped popcorn chips; FIT, a low-fat and low-calorie line of ready-to-eat popcorn; and a portfolio of decadent Drizzlecorn and Caramel Popcorn flavors. All Popcorn, Indiana products are certified gluten-free by the GFCO, made from non-GMO corn and contain whole grains.

The Challenge


The ultimate day for sports party food and snacking is the Super Bowl. Popcorn, Indiana wanted to take advantage of the social media frenzy, and eating, that occurs during the 2015 Big Game to increase followers on Twitter and organically increase brand awareness. There’s a lot of noise and brands competing for attention during this sporting event, so Popcorn, Indiana looked to Sociality Squared to stand out from the crowd and make a meaningful one-to-one impact for Super Bowl fans in real time, popping out in the Twitter feed.

Our Solution


Sociality Squared created “Indiana’s Pass the Popcorn Party & Giveaway.” The virtual watch party presented participants a chance to win a case of free popcorn…each quarter! Four cases of popcorn were awarded by the end of the night, and we made it easy to enter: just follow the account and tweet the giveaway hashtag. This encouraged people to tweet #PopcornIndiana throughout the game.


Through guerilla social media tactics, which included updating play-by-play content in real-time, re-tweeting, replying, and liking fan comments, S2 engaged fans in a fun and buzz-worthy way to ride the coattails of the Super Bowl online traffic and conversations. While Popcorn, Indiana wasn’t an official sponsor of the game, S2 helped the company score a touchdown for the Brand Bowl!

Other key elements included:

  • Real-Time Custom Graphics:

    Not only did we create graphics ahead of time, we created graphics on the fly that correlated with what was happening during the game.

  • Teasing event:

    We got people excited to attend by letting fans vote on flavors that they wanted us to giveaway and posted reminders to get them ready for the virtual watch party.


  • Spike in Twitter engagement:

    Engagement increased to 10.9% vs. 3.9% from the previous month.

  • Increased exposure and traffic from Twitter:

    549 RTs (vs 50/day average), 862 replies (vs 35/day average), and 302 link clicks (vs 13/day average).

  • Cross-promotion success:

    The Facebook Event reached 5.3K people, engaged 3.3K users, and generated 121K total impressions during the watch party.

  • Twitter Growth:

    This campaign contributed to a 12.5% growth of Twitter followers for Popcorn, Indiana for the month of February surpassing the brand’s 5% goal!

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