We felt there was something inherently funny in the idea of a kid’s TV host being so worn down by hunger that he completely gives in to the frustrations of live TV production and just completely loses it, going off on profane rants and erupting in violent outbursts in front of his young audience. To execute this we chose the format of a series of “outtakes” in which the pumpkin-costumed host is driven into hunger-induced rages while taping the show despite the calming efforts of his incompetent director, Gene, and the presence of an audience of stunned children.

This campaign is comprised of three roughly minute-long videos that were posted on the Snickers Youtube channel simultaneously during the week before Halloween. While Snickers provided basic promotion of the videos on their social media, the campaign was primarily allowed to spread organically through word of mouth and viewer sharing.

The response to the campaign was overwhelmingly positive. In addition to a strong overall view count on Youtube, all three videos also had nearly equal numbers of views suggesting a high engagement factor and indicating that a majority of people were sticking around to watch the entire series.