Our campaign was inspired by the popular term “Hangry,” which is often used to describe a person who is so hungry that they’re angry. We used this device to coin a whole new set of words that could describe how you’re feeling when afflicted by multiple hunger symptoms at once, such as “Slad” [Lame + Sad] and “Angreepy” [Angry + Sleepy]. These new kinds of hunger could only be satisfied by this new Snickers bar, which we communicated through our line, “Hunger keeps inventing new problems, so we invented new Snickers Crisper.”

Facebook’s silent autoplay functionality allows users to hear the ads they want to and ignore the one’s they don’t. Unfortunately, this functionality can make it difficult for brands to get noticed. Rather than fight this feature, we embraced it. So we created a campaign born out of the silent autoplay functionality that enticed users with the message “Tap to hear what hunger sounds like.” With the sound off, we fooled people into thinking these were normal videos for a metal band and a pop singer. But when clicked, users were in for a big surprise––they could hear how new kinds of hunger affected these musicians. It was a unique because the videos were designed to be silent to pull viewers in, then hit them with something unexpected once they engaged. It was an entirely new way of creating ads for the platform, which could have only worked on Facebook.

-Over 51 Million impressions

-Pop Singer and Rock Band far surpassed Facebook’s Newsfeed view-through-rate of .3% with a VTR of .91% and .85% respectively. This is especially good considering that these videos are longer than Facebook’s recommended length.

-The internet took the idea and ran with it. People got into the spirit of combining and creating their own words to describe their hunger symptoms on social media.