To relentlessly hype and then perform and broadcast the world’s first LIVE scripted Super Bowl commercial - a performance that ends up going spectacularly wrong at the hands of a hungry actor, proving that hunger has massive consequences.

The campaign began weeks before the game, with a series of TV/online teasers. News outlets caught on and spread the word on thousands of broadcast and print outlets.

Three days before the game, we launched the world’s first 36-hour livestream - a day and a half of uncut, original content on Facebook live. Viewers could drop in at anytime to engage with interactive performances, and catch celebrity cameos and unexpected oddities.

During the third quarter of the Super Bowl, we went LIVE with our :30 commercial, but the performance went spectacularly “wrong” at the hands of a hungry celebrity (Adam Driver).

The live spot aired simultaneously live on Facebook, Twitter and Youtube, where viewers streaming on second screens were rewarded with an exclusive extended version of the disastrous performance.

The next morning, Adam Driver apologized in TV/online spot, and Snickers apologized in stores and online with a buy-one-get-one-free offer.

All in all, Snickers earned 1.1+ billion media impressions, 2100+ print and broadcast placements, saw a 75% year-over-year increase in earned social impressions and the 2nd highest increase in purchase consideration of all ‘17 Super Bowl advertisers.

The 36-hour live stream alone pulled 22 Million impressions, 5 million+ views in just 36 hours and 340,000+ hours of content watched.

Outside of the numbers, we changed the dynamic of a traditional media buy by going live. We leveraged multiple channels on the world’s biggest stage, while bringing our message to life in a totally new way for hundreds of millions of people around the globe.