To celebrate Hostess’ 100th birthday, we tapped brand influencers in 15 major cities to capture Twinkie the Kid’s coast-to-coast Sweetennial Tour. From on-site event photography and recap videos to live comedy roasts, giveaway campaigns and Funko drops, we turned assets from a traveling brand experience into a three-month content engine. The resulting millions of impressions proved: The Kid still draws a crowd.