The Fight of the Century: Mayweather vs. Pacquiao. We wanted to bet big on Butterfinger Peanut Butter Cups, so we bet big on Pacquiao, putting the support of a different kind of cup squarely behind a different kind of fighter.
At the beginning of April, the brand announced it was betting $1 million Butterfinger Cups on Pacquiao. And if Manny won, America would win too. We then set off on a month-long #GetInOurCorner social media campaign, encouraging fans to join Manny in our battle against plain, culminating in the weigh-in and the record-breaking fight night.
The campaign was massively successful, gaining 700 million media impressions in a 31-day span. On Twitter, our post-fight tweet was the single biggest in the brand's history – getting over 8,000 retweets and 23,000 favorites without any paid support.