On the road, the street-heroes trained in readiness to take on the best skaters and BMXers of Mexico at Urbania. Creativity ensued -skaters co-wrote a song with the band and online clips acted as teaser webisodes.Mini-insights into their world were shared -Twitter, Flickr and YouTube - to build anticipation.Buzz pointed towards www.snickers.com.mx,and road trip followers viewed profiles and ranked the guys as rockstars depending on their trip popularity.Upcoming bands participated in an online competition to become the opening act at Urbania.At urban touchpoints, ads and ticket giveaways and TV/radio generated awareness for the event and the road trip. Our heroes proved themselves against the best at URBANIA, their struggle reported live via Twitter and Flickr. Urbania live reports and rock bands/competitors interviews were given at radio stations.

Social networks acted as community sharing points.A 40" teaser leading into a 1/2 hour TV-show unfolded street hero stories.

• Vol. sales increased 14% nationally and 19% in Mexico City• + 5% repurchased• + 28% in product trial• Daily consumption intent up 2.5x and weekly up 37% vs.2008 • 44% more than once/week purchase intent (vs.30% pre-event)• Spontaneous brand Awareness 43% vs.29% pre-event• TOM 12% vs. 6% pre-event• 100,000+ people attended (42% vs.16% in 2008)• 70% learned about Urbania through WOM• Urbania YouTube bigger than MTV’s channel• “Gives you energy” 62% (+ 20%)• “Helps in everyday challenges” 59% (+14%)• 2nd most loved brand for the target