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SNICKERS
A 36-Hour Live Stream Teasing A 30-Second Live Super Bowl Commercial

RAN IN: United States

CLIENT
Mars, Inc.

Allison Miazga-Bedrick, Brand Director - Filled Bars
Michael Italia, Senior Brand Manager - Snickers

AGENCY
BBDO New York *Lead Agency

Crystal Rix, Chief Strategy Officer
Annemarie Norris, EVP, Group Planning Director
Sean Stogner, Communications Planning Director
Susannah Keller, EVP, Global Account Director
Lisa Piliguian, SVP, Senior Account Director
Tani Corbacho, VP, Account Director
Scott Mahoney, Creative Director
Dan Oliva, Creative Director


The Marketing Arm


MediaCom


Starcom


Weber Shandwick


SUMMARY

In a moment that rewards novelty over familiarity, how could Snickers breathe new life into a beloved yet expected campaign during the 2017 Super Bowl? Their answer: Go Live. To reinvigorate their story, Snickers leaned into Facebook live streaming leading up to the big game. But they wanted to move beyond the simple novelty of "going live". By pioneering new ad units, new editing techniques, and new opportunities for interactivity, they were able to generate more Earned Media Impressions and higher Engagement than any of their previous Super Bowl teasers.

CASE STUDY

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CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;PR;SOCIAL MEDIA

Audience: Men & Women (13-34)

Objectives: Breakthrough - with PR outlets and consumers

Type: Business to Consumer

Classification: National

Language: English