It’s August 21, 2017. There’s only one thing on people’s minds: The solar eclipse.

Every brand under the sun jockeyed for the cultural zeitgeist, but it was MoonPie — throwing a little shade at Hostess — that won the day. The company’s viral tweet “Lol ok” broke brand social records, and the ensuing demand sold out stores and even caused their bakery to shutdown. Who said social was only good for engagement?

Dooley Tombras gives us a look into how how he made a humble snack cake one of the most out of this world brands on social.