The Thomas Group

Ideas That Connect TM

Hostess X-men Adventure

Hostess / Spark Alliance


The Thomas Group was asked to design and create materials for the Hostess / X-men: Days of Future Past promotional campaign.


The Hostess X-men Adventure ties in with the theatrical release of X-men: Days of Future Past. The instant win sweepstakes provided hundreds of X-men- and Hostess-themed prizes awarded daily, along with a chance to win extreme adventure trip to the city where the X-men movie was filmed. The national promotion included co-branded Hostess / X-men packages, in-store marketing and displays, social media and other online content.


  • Packaging
  • In-store displays
  • Social media development
  • Sweepstake microsite design & development
  • Website takeover
  • Email programs and deployment


The X-Men Adventure promotion was a big success for Hostess and Spark. One of the more interesting outcomes was the surprise that actor Nicholas Hoult (who plays the character Beast) had when he discovered during an MTV Interview he was on the ‘X Men: Days of Future Past’ Twinkie Box.