Timbuktu Renaissance 09.24.15

Join the Timbuktu Renaissance

Non-profit Timbuktu Renaissance, an international project to defend the “birthplace of the blues,” recently turned to Threshold Interactive to design and build its website. The site, just launched today, provides a home for the renaissance and its various initiatives, which include furthering education, boosting tourism, developing agriculture, and reestablishing the famous Festival au Désert.

Butterfinger Debuts on Pinterest 08.31.15

Butterfinger Debuts on Pinterest

Who’s hungry? After creating and curating some of the most delicious recipes on the web, Threshold Interactive has just launched Butterfinger’s Official Pinterest page. The page focuses on Butterfinger as an ingredient, featuring crispety, crunchety, peanut-buttery recipes for virtually any occasion.

We styled and shot all the food right in our food studio and have to say that Butterfinger’s never looked better.

#SourUp with SweeTARTS 07.28.15

#SourUp with SweeTARTS

Here’s another reason to love the new SweeTARTS: the mouthwatering, pucker-worthy Chewy Sours. To celebrate Chewy Sours summer launch, Threshold and SweeTARTS invite you to experience the burst of sour power in every bite and #SourUp.

To show the people what it means to #SourUp, we created energetic social media ads and worked with some of the biggest Vine influencers, like Zach King and Pinot, to craft sour stories that lasted just six seconds.

Girl Scouts + Crunch are Back! 06.08.15

Girl Scouts + Crunch are Back!

If you love Girl Scout Cookies, you’re going to love the limited time only Crunch Cookie Flavors. That’s right, Crunch Thin Mints, Caramel & Coconut, and Peanut Butter Crème are back in stores. To celebrate the tasty news, Threshold made the treats look as good as they taste with a sweet photo shoot. And the pics, which feature the Crunch Thin Mints Bars, are whetting appetites all over Facebook and Twitter.

Plunge Into Your Passion 05.06.15

Plunge Into Your Passion

Following up on last year’s successful Plunge into Summer campaign, Nestea and Threshold launched the “Plunge Into Your Passion” Sweepstakes. The refreshing contest gives fans the chance to win up to $10,000 for an adventure of their choosing – anything from skydiving to flying a jetpack to racing a Ferrari.

The sweepstakes runs until September 23rd and participants can get bonus entries by submitting #NESTEAplunge pictures on Instagram or Twitter, which are viewable on an aggregator that was designed here at Threshold.

The Bite of the Century 05.02.15

The Bite of the Century

Mayweather vs. Pacquiao. Billed as the Fight of the Century, it was an opportunity we couldn’t pass up. So Threshold Interactive and our partner agencies bet big on Pacquiao, putting the support of a different kind of peanut butter 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 – if he won, America would win free cups. 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.

Overall, 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 brand history – getting over 8,000 retweets and 23,000 favorites.

IAC Awards Threshold 04.17.15

IAC Awards Threshold

The results of the 2015 Internet Advertising Competition are in! Threshold Interactive’s campaign for the launch of Butterfinger Peanut Butter Cups won Best Food Industry Online Campaign. Now in their 13th year, these annual awards are produced by the Web Marketing association to honor excellence in online advertising. The judging is based on creativity, innovation, impact, design, copywriting, use of the medium and memorability.

Get Roped In 03.30.15

Get Roped In

Threshold Interactive and SweeTARTS are proud to present the Get Roped In Dating Show. Considering the way SweeTARTS New Soft & Chewy Ropes were capturing hearts (and taste buds!), an online dating show was the product’s perfect match..

Shay Mitchell, of Pretty Little Liars fame, served as the host, while online influencers Meghan Rienks, Catrific, and Ryan from Warp Zone came on board as contestants. We produced three full Get Roped In episodes, now available on YouTube, as well as short-form video content for SweeTARTS other social platforms, delivering over 100,000 views and winning tons of hearts along the way.

The resource Natural Spring Sweepstakes 03.20.15

The resource Natural Spring Sweepstakes

To celebrate Resource Water’s remodeled bottle, now made with 100% recycled plastic, Threshold designed a sweepstakes where consumers can win an eco-remodel of their own in the Natural Spring Water Sweepstakes.

One lucky winner will take home a $20,000 prize package that includes an eco-remodel with designer Erin Gates, while ten others will win $1,000 for an eco-friendly project of their choosing. The sweepstakes, runs until May 12th.

Threshold Joins Zealot Networks 03.12.15

Threshold Joins Zealot Networks

Threshold Interactive is proud to announce that we have just joined Zealot Networks, a digital-first media company that empowers entrepreneurs by delivering multi-platform revenue, distribution and development opportunities.

New Site for SweeTARTS 02.06.15

New Site for SweeTARTS

SweeTARTS candy has a whole new web presence to go along with its new lineup of sweet and tart candies. Threshold Interactive designed and built the site, which features old favorites and new offerings from the brand, including the brand-new Soft & Chewy SweeTARTS Ropes and pucker-worthy Sours. We also created a fresh collection of noteworthy GIFs and images for SweeTARTS new home, which is hosted on Tumblr.

And the Butterfinger Cups go to… 02.12.15

And the Butterfinger Cups go to…

It was a different kind of awards show hosted by a different kind of peanut butter cup. On Oscar night, Threshold Interactive and Butterfinger turned the focus from the winners on the red carpet to the winners on the web, namely, the live-tweeters with the funniest Oscars commentary.

Teaming with social influencers and partnering directly with Twitter, we encouraged fans to tweet their best Oscars jokes and reactions using our #CupsAwards hashtag. By the end of the night, #CupsAwards created 27 million impressions and significantly raised positive brand perception to 88%. Butterfinger dominated the conversation among competitors, taking an 84% share of branded confections mentions.

We were also proud to give fans their share of accolades. Throughout the show, we awarded the best tweeters Butterfinger Cups and trophies, which we then mailed to them the next day. Hey, celebrities shouldn’t be the only ones who get to taste sweet victory.

Butterfinger on Twitter 01.13.15


Butterfinger may have not been an official sponsor of the NCAA's first-ever playoff, but that didn’t mean it couldn’t be a part of the conversation. To do it, we one-upped the competition (and official NCAA sponsor) Reese’s ‘Perfect’ campaign, creating three videos that celebrated the ‘Perfecter’ Butterfinger Cups.

Then, the day of the championship game, we live-tweeted the broadcast and interacted with consumers, other brands, and popular twitter accounts like @NOTSportsCenter. We got @Butterfinger over 1.8 million impressions, saw #butterfingers trend, and were recognized by AdWeek for our efforts. By the time the final whistle blew, Butterfinger’s unofficial presence had been officially felt.

Fantasy Work League Heats Up 12.05.14

Fantasy Work League Heats Up

When a Twitter conversation between NFL wide receiver Stevie Johnson and a fan highlighted Stevie’s love of Hot Pockets, Threshold Interactive jumped in on the conversation. And shortly therafter, Hot Pockets was sponsoring Stevie’s #FantasyWorkLeague, where people tweeted Stevie funny quips about what they were doing to get him fantasy work points.

When Stevie’s fantasy workers were struggling, we’d send them Hot Pockets to get their production levels back up. And when Stevie’s workers were killing it, we’d reward them with the snack to add more muscle to their hustle. We also filmed Stevie surprising a fan’s entire office with a special delivery of Hot Pockets, a video that had hundreds of retweets and favorites, and more than four times the normal engagement rate.

Butterfinger on Twitter 10.23.14

Twitter Shows Butterfinger the Love

Twitter’s advertising blog has recognized Butterfinger as one the brands doing Halloween right. The blog post, which discusses ways brands can leverage the massive conversation around the holiday, pointed to a recent Butterfinger tweet showing people how to make awesome Caramel Apples. The tweet, one example of our ongoing social media work for the brand, was retweeted over 8,000 times and favorited over 16,000 times.

Nestle Waters Mobile Websites 10.21.14

Spring Waters Get a Mobile Makeover

Threshold Interactive has released new mobile sites for all six of Nestlé Waters North America's regional spring water brands – Arrowhead, Deer Park, Ice Mountain, Ozarka, Poland Spring, and Zephyrhills. We designed and built the sites in-house, adapting the most important content from the desktop sites. Among other features, mobile visitors can now quickly sign up for home delivery from their phone, without, you know, having to actually call anyone.