OBJECTIVE WAS TO STRENGTHEN AN EMOTIONAL APPEAL AND INVOLVE YOUNGSTERS IN A ENTERTAINING BRANDED ACTIVATION AND SPARK CONVERSATIONS ABOUT THE BRAND. WE TRIED TO OCCUPY A NEW POPULAR AND TRENDY TERRITORY AMONG YOUNGSTERS.

SNICKERS KNOWS “WHEN YOU’RE HUNGRY – YOU FAIL”. NO SURPRISE – GAMERS FAIL A LOT. MOREOVER, THEY SHARE THEIR FAILS ON THE NET AND GET LOTS OF VIEWS AND COMMENTS.

SNICKERS GRABBED THIS DELICIOUS OPPORTUNITY TO ACTIVATE “YOU’RE NOT YOU WHEN YOU’RE HUNGRY” TO SUCH A HUGE, MOTIVATED COMMUNITY. WE LAUNCHED SNICKERS “WHAT THE FAIL” AWARDS – THE FIRST EVER AWARD FOR HUNGRY GAMERS!

WE PRODUCED A MUSIC CLIP FEATURING THE CAMPAIGN HERO (YURIY HOVANSKY, A FAMOUS RUSSIAN INFLUENCER) WITH AWARDS ANNOUNCEMENT AND PROJECT MECHANICS

THE MAIN CONTEST MECHANICS:

• POST YOUR EPIC VIDEO FAILS ON YOUTUBE OR VK.RU PROFILE USING THE #WHATTHEFAIL HASH TAG

• GET LIKES

• WIN PRIZES!

THE FINAL GAME OF THE CONTEST WAS A LIVE-STEAMED AWARDING CEREMONY!