Dive Brief:

• For Major League Baseball's Opening Day, Hostess tweeted a photo of a baseball-painted snack cake and the words "Touchdown." 
• The frenzy that followed the joke ranged from Twitter users who thought Hostess didn't understand baseball to appreciative followers who understood the joke. 
• The "Touchdown" tweet received record engagement for the brand, with 763 retweets and 430 favorites within the first four and a half hours, for a 52,886% increase over the Hostess' average retweets and 21,082% over its average favorite total. 

Dive Insight: 

It's impressive that one tweet with a simple joke could generate such massive attention for the Hostess brand. The results show that sometimes simple can really be an effective method for gathering Twitter attention.