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Cheez-It recently launched a new snack it says is so delicious that it might cause cheese shortages. To save the day for one lucky cheese addict, the brand hid a Snap’d Snack Bunker somewhere in the U.S.

To find the bunker, fans can follow Cheez-It’s Twitter to gain clues and solve riddles. Whoever is the first to find the bunker wins bragging rights and a year’s supply of their new snack, Cheez-It Snap’d.

Through this experiential campaign, Cheez-It found a creative way to make its product launch stand out in the sea of new products released this year. By inviting people to participate rather than simply telling them about the product, the brand created two-way conversation with its fans, helping to build stronger relationships.