To build on the digital success of the campaign activation in Twitter last year, Snickers came up with a new way to tell their ‘You’re Not You When You’re Hungry’ story in the digital space. AMV BBDO & Mediacom worked with Google technology to bid on misspellings of the 500 most commonly searched terms. Each time someone misspelt a word they were given a tailored message to “Grab yourself a Snikkers” as “Yu cant spel properlie wen hungrie.” Without seeding, it reached over 500,000 people within three days of launch.
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Objective: To reach a target audience that is extremely price conscious and that has no access to media and smartphone technology. Solution: Launch a mobile activation model around the concept of missed calls. Wherei...
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