Most LTO promotions have the issue of lack of collectability and exclusivity in avenues that leverage their strengths. When HERSHEY'S and Reese's teamed up to create a new candy bar, I led an initiative to create excitement that led to millions of impressions and reached dozens of leading news outlets. I designed an exclusive sticker wrap and limited the number of bars we handed out to create scarcity at the HERSHEY'S/Reese's booth at TwitchCon. In addition to getting Ninja and DrLupo to come by and pass out the bars themselves, I designed the booth for maximum earned social media potential. Our hashtag #hersheysmeetsreeses ended up organically trending on Twitter and Snapchat with no additional spend.