If you have kids, chances are your car is full of crumbs and food stains. Honda’s 2014 Odyssey was the first car to include a builtin vacuum, which they bragged about in the first ever brand-to-brand Twitter event. They sent playful warning messages to various food brands alluding to how their new vacuum could suck up all their crumbs, wrappers and even whole food items. In return, teased companies such as Oreo, Cheerios and Taco Bell came back with snarky replies, starting a real-time, good-natured Twitter war.

The campaign resulted in over 20 million impressions at no cost, as well as an extremely positive brand response, with consumers following the online discussion and suggesting other brands for Honda to interact with.