36 lucky lads were given the chance to play in the world’s longest ever football match, fuelled by Snickers. But we ensured everyone was part of the experience.In-store we included a ‘penalty shoot out’. Website games formed the first stage of recruitment. PR activated awareness on sports pages, before TV took it to an even broader audience. Paid for advertising gave way to word of mouth. Training got tougher, with hundreds participating in fitness trials.By kick off, our elite squad had a huge following. Every shot and tackle was streamed online. Continued media interest ensured a long tail.

Altogether, 9.7 million people got involved.

Word of mouth advocacy generated half a million dollars of free advertising for Snickers.

We even inverted the traditional model of paid for TV media when a TV channel made a full documentary about the event. Priceless branded content for free.

The market is now clamouring for the next big challenge to brag about. Our own brag is that Snickers enjoyed a regional sales uplift of an unprecedented 36%.And yes, after 42 hours, 5 minutes, 0.48 seconds we set a new Guinness World Record and made history.