The American snack Wheat Thins wanted to surprise its fans. When a fan tweeted something like: "O no, I’m out of wheat thins", the machine started to work. The brand surprised these fans with a real-time treatment, by taking out their ‘Crunch is calling’-Van and driving towards the fan to deliver a new load of snacks.
After a while fans started to understand the idea behind it and spread fake ‘Cries for help’ on Twitter. So, at that point the brand could not handle it anymore. However, they made a video of their first few actions which was watched by quite a lot of people. Next to that they made it into the offline press to boost conversations about the brand.
