When Mars released Twix Bites in 2014, the company was three years behind its biggest competitor Hershey's. BBDO New York created a lighthearted TV campaign that looked back to Mars' fictional history to explain why it took so long to introduce the product. Poking fun at the 80s and 90s, the campaign was linked to popular hashtag #TBT, through which, every Thursday, users post photos of past events on social media. BBDO and Mars released new videos on Thursdays to tie in with the hashtag and increase impressions.
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