Snickers: Defeating exam hunger

Chocolate brand Snickers used social media and gamification to appeal to teenagers in China during exam season and reverse negative growth.

Campaign details

Brand: SnickersBrand owner: Mars Food ChinaLead agency: BBDO and Proximity ChinaContributing agencies: Kong Ming, MediaCom Country: ChinaIndustries: ConfectioneryMedia channels: Online display, Online video, Sales promotion, Social media, TelevisionBudget: 1 - 3 million

Executive summary

Each year, for over nine million teenagers in China, there is nothing more life-defining, yet more gruelling than GaoKao, the infamous National College Entrance Exam; revered and feared in a country obsessed with exams as a means of social mobility.

This is the story of how Snickers Chocolate captured the...

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