We delivered instant inside jokes through hyper-local technology. GPS enabled buses and taxis were engineered specifically for Snickers to have the capability of updating copy depending on the neighbourhood they were driving through.

We leveraged Snacklish – branded slang that tied back to Snickers equity (peanut, nougat, snack, etc) – and linked it to landmarks and neighbourhoods on a micro-local level. For example, when city buses were within a 10-block radius of New York City’s Planetarium the Snicker’s ad copy read Peanutarium but when the same bus drove through New York’s Little Italy neighbourhood, the copy digitally changed to Chow Bella (Ciao Bella).The messaging was culturally relevant down to the city block and gave consumers that made-just-for-me joke – a wink & nod to the shared humour between Snickers and our consumers.

Snickers achieved 3 consecutive months of sales growth, March (+7%), April (+13%) and May (+22%) – outpacing the category and marking an amazing growth for an 80 year old brand. The campaign also led to viral success for the brand with increases in website traffic, Facebook registrants (up 270%) and Google Searches. Additionally, Snacklish conversations about offline executions were raved about on online social media like Twitter (43,640 digital brand mentions) and through unpaid celebrity endorsements (Shaquille O’Neil). We reignited relevance for Snickers among consumers – making the Snacklish campaign a huge snackcess (success).