The social media giant launched a candy-themed pop-up shop, giving out gummy bears, rock candies and kettle corn to highlight its interactive campaign

Fortune cookies, popcorn, lollipops and tweets recently took over New York's Union Square for a brief stint from Twitter: The social media platform flooded the Manhattan neighborhood with colorful confections in promotion of its new ‘Twitter Is' campaign, designed to define what the site mean to its users by asking them and promoting their responses.

In a surprise to New York commuters, the brand featured 100 real tweets from users as billboards in the Union Square subway station, as murals in SoHo, Williamsburg, and the East Village, and as chalk drawings on the streets of the city. The messages were various responses to the campaign's main question, “What does Twitter mean to you?”

The many tweets comparing Twitter to “yum” and “sweet” inspired the brand to launch a candy-themed free-standing popup shack outside the Union Square subway station, handing out approximately half a ton of candy to passersby. This sweet campaign comes after the launch of last summer's ‘Me on Twitter' campaign on the billboards of Times Square.

Twitter

Fortune cookies, popcorn, lollipops and tweets recently took over New York's Union Square for a brief stint from Twitter: The social media platform flooded the Manhattan neighborhood with colorful confections in promotion of its new ‘Twitter Is' campaign, designed to define what the site mean to its users by asking them and promoting their responses.

In a surprise to New York commuters, the brand featured 100 real tweets from users as billboards in the Union Square subway station, as murals in SoHo, Williamsburg, and the East Village, and as chalk drawings on the streets of the city. The messages were various responses to the campaign's main question, “What does Twitter mean to you?”