December 21st, or the so-called end of the world, was fast approaching, and people were getting ready. Some stocking up in bunkers, others doing irrational things. Things they would normally never, ever do. Excellent territory for Snickers's main message: You're Not You When You're Hungry.

‘End of the World’ crazes are a perfect example of people losing their heads over nothing, and snacks are a useful way for people to recover their bearings. This execution offered a tasty solution to all the wackiness generated by the allegedly imminent event. To us, the strength of this effort lies in its humor and unexpectedness. It’s an approach we like to call ‘prank-vertising’, where the message reaches the target from left field, catching them unaware, and interacting in a much different way than normal. This execution wasn’t just an extremely funny and relevant interactive effort, it also added to the brand’s outrageous persona.

In a matter of just 3 days, “Luis” phone received 150 calls per minute, more than 47,000 calls, 20,000 voicemails and 25,000 SMS messages. It’s estimated that the buzz generated for Snickers® across social networks and media, impacted more than half the population of Puerto Rico. Thanks to this effort, there was a 13% sales increase and earned $800,000.00 in free PR. Local press named it the viral campaign of the year.