It's not rocket science. It's just a bad pun. But it worked and it appealed to the audience's appreciation for random stuff, but also played into their latent love for the brand.We offered one Australian the chance to press the button, that would relaunch classic Wagon Wheels into space. All they had to do was go online and enter.

Yup.

Help re-launch Wagon Wheels… into outer space proved ideal, probably because it involved two things they loved: a chocolate snack and a rocket launch, and it didn't cost a fortune in traditional media to do. A few posters, a very cheap TV commercial and a microsite linked to the Facebook fan page.And a rocket that was built by proper rocket scientists.