Snickers is about energy. It’s man-fuel.It helps our alpha-male Middle Eastern target keep up with his mates.Snickers and sport make a natural team. But how could we drive sales and stand out in the football crazy summer of 2010 without sponsorship?

We needed a campaign to inspire customers and the news media across ten countries from Morocco to Oman.Our lads like boasting. So we created the ultimate brag: the chance to play in the world’s longest ever football match, fuelled by Snickers.

We seeded the story in the press who grasped it immediately, issuing the challenge to Arab youth. The blogosphere followed. Each country created its own heroes. Chatter on radio and Facebook grew daily. Paid media (TV, in-store, packaging) supported the campaign, but PR generated nearly half a million dollars of free advertising.It worked. 13,000 people applied. 36 were chosen, representing all 10 nations, for the big match in Qatar.

Real time streaming followed every pass, tackle, goal. Messages of support flooded in. A new record was established.9.7million people got involved. We even inverted the traditional media model, TV making a documentary about the event.Sales increased by an unprecedented 36%. Our bragging rights.

We managed to excite the press from 5 weeks ahead of match day. "Snickers is set to create a new world record." "The fourth official indicates 35 hours added time." Headlines started appearing on the all important sports pages. Simultaneously, we aired a TV campaign, interactive POS and an on-pack promotion.Recruitment was a key marketing tool. We built a dedicated microsite, seeded into the football playing community, with online challenges. The leader board was hotly contested and created social buzz. Friendly rivalries were established, local and national. Facebook and the blogosphere ensured the campaign grew in momentum.As match day approached messages of support flooded in from across the globe.Every tackle, pass and goal was streamed live online. TV and radio stations covered the action with regular updates, bringing additional followers. As an unexpected bonus, City 7 TV created a documentary, reflecting public interest in the campaign.

- News media coverage and word of mouth generated the equivalent of nearly half a million dollars in free advertising.

- 13,000 football lovers applied. 36 were chosen for the big match in Qatar.

- Altogether, 9.7 million people got involved from every country in the region and beyond.- We even inverted the traditional media model of paid advertising as City 7 TV financed and broadcast a documentary covering the event. The players became local celebrities with appearances on radio shows, in newspapers and on blogs.

- Young men across the region are now clamouring for the next Snickers challenge.- The Snickers sales uplift was an unprecedented 36% - our bragging rights.And yes, after 42 hours, 5 minutes and 0.48 seconds we set a new Guinness world record.