Cheez-It’s bunker experience isn’t just post-apocalyptic, it’s “post-brand-activation.” At this point, the Instagrammable brand experience has been done in every possible way, which might explain why Cheez-It debuted their new product Cheez-It Snap’d by filling a secret bunker with bags and merch.

Cheez-It’s bunker experience isn’t just post-apocalyptic, it’s “post-brand-activation.” At this point, the Instagrammable brand experience has been done in every possible way, which might explain why Cheez-It debuted their new product Cheez-It Snap’d by filling a secret bunker with bags and merch. The experience went like this: fans followed clues released on Twitter last week to find a “pressure-tile dance activity;” the winner then received a key and the bunker’s secret location, winning everything inside. (Vox)