One of the many perks of being a Genie – The Sweets & Snacks Expo – an annual Willy-Wonka-esque event that pales in comparison to any childhood dream of “Candyland” being a real place and not just a game. The Genies were at Sweets & Snacks to study the social media behavior of CPG brands.

When it comes to social media strategy, CPGs have to think outside the box because they have a lot of competition. A prime example of great strategic thinking – Mike & Ike –

Mike & Ike’s marketing team started planning long before the Sweets & Snacks expo announced show dates. Everyone who is anyone received several emails leading up to the Expo regarding a “breakup” of Mike & Ike. Curiosity aroused, we stopped by the official press conference regarding the matter. It was true, fictional character Mike decided to pursue his music passion, while fictional character Ike will be following his love of art.

The Mike & Ike Facebook page had a flurry of activity following the official announcement, complete with a contest urging people to send in videos documenting their reaction to the news!

We were even invited to watch “Mike’s” band play at the House of Blues on Tuesday night but after so much candy, our energy was lacking…check out our stash from the show!