Cannes Lions


DIGITAS, London / MARS / 2011

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Snickers is about energy. It’s man-fuel.It helps our alpha-male Middle Eastern target keep up with his mates.Snickers and sport make a natural team. But how could we drive sales and stand out in the football crazy summer of 2010 without sponsorship?

We had to create an event that would capture the imagination of our customers and the news media.Our lads like to boast. So we gave them the ultimate 'brag': the chance to play in the world’s longest ever football match, fuelled by Snickers.

We seeded the story into the press who grasped it immediately, issuing the challenge to Arab youth. The blogosphere followed. Chatter on radio and Facebook grew daily. Paid media (TV, in-store, packaging) supported the campaign but PR generated nearly half a million dollars of free advertising.It worked.

13,000 people applied. 36 were chosen for the big match in Qatar. Real time streaming followed every pass, tackle, goal. Messages of support flooded in. And after 42 hours, 5 minutes, 0.48 seconds a new world record was set.9.7million got involved. We even inverted the traditional media model with a documentary made about the event.Sales increased by an unprecedented 36%. Our bragging rights.


We managed to excite the press from 5 weeks ahead of match day. "Snickers is set to create a new world record." "The fourth official indicates 35 hours added time." Headlines started appearing on the all important sports pages. Simultaneously, we launched a TV campaign, interactive POS and an on-pack promotion.Recruitment began via a dedicated microsite which seeded into the football playing community and set online challenges to test our record breaking hopefuls. The leaderboard was hotly contested, creating social buzz. Facebook and the blogosphere ensured the campaign soon had its own momentum.As match day approached training intensified for the selected squad and messages of support were coming in from across the world.Every tackle, pass and goal was streamed live across the web. TV and radio stations covered the action, bringing additional followers. As an unexpected bonus, City 7 TV created a documentary, reflecting public interest.


News media coverage and word of mouth generated the equivalent of nearly half a million dollars in free advertising.

13,000 football lovers applied. 36 were chosen for the big match in Qatar.

Altogether, 9.7 million people got involved.

We even inverted the traditional media model of paid advertising as City 7 TV financed and broadcast a documentary covering the event. The players became local celebrities with appearances on radio shows, in newspapers and on blogs.

Young men across the region are now clamouring for the next Snickers challenge.The Snickers sales uplift was an unprecedented 36% - our bragging rights.And yes, after 42 hours, 5 minutes and 0.48 seconds we set a new Guinness world record.

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