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 shutdown the bakery.

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.