Snickers: Hungry Tweets
Alex Lewis
Campaign details
Brand owner: MarsAgency: AMV BBDOBrand: SnickersCountry: UK
Executive summary
This case study shows how Snickers, who needed to create talk around its new UK campaign 'You're Not You When You're Hungry' before the TV advertising for it was to be launched, was able to do just that. Using just 25 intriguing celebrity tweets, the brand eventually reached over 26 million people and delivered a PR value of over 10 times the initial investment.
Market background and business objectives
For five years, Snickers had enjoyed enormous success...