Simple problem: Snickers is one of the leading brands in the category, but had lost relevance with its teen constituency. We had to capture the attention of the advertising-savvy teen market, so we took old-school hip-hop online and created Instant Def, a 20-minute movie that debuted in five digisode installations complete with futuristic storylines, comic-book-style graphics and musical artists the Black Eyed Peas. Instant Def was housed on its own website and provided a new digital experience that encouraged teens to continually revisit the site and spread the word to their peers. Media included: cinema, TV, in-store, print, online, and social networking sites.

To drive teens to the site, we had to break through in an authentic, credible and contagious way. For the launch, we created a 30-second trailer to run in theaters and on TV; the print ad was designed like a movie poster and published in teen-focused magazines; postcards mimicked print and were distributed in FootLocker/FootAction stores; and comic-book-type images of the four heroes were placed on major social networking sites – all tailored to drive teens to the Instant Def website. The website was outfitted with extras like desktop and screensaver images, bios on each of the characters, and a “Send to Homies” page.