Market research revealed that consumers in Malaysia and Thailand shared one, all-consuming passion: football—their most popular sport.

As World Cup season rolled in, social media activity was on hyperdrive, with several fan or brand made materials released online every second. This phenomenon presented a golden opportunity for many brands. But FIFA prohibited unofficial sponsors from even mentioning ‘World Cup’ in any content. Since sponsorship was out of the question, Snickers needed a cleverly crafted & cost-efficient way to join the conversation.

The brand noticed a lot of typographical errors in the use of World Cup’s official hashtag, finding tons of posts tagged with everything from #WorldCapFinals to #WorldCopFinals. So Snickers created the 'Wrong World Finals' and turned these wrong tags into artworks of other finals, released on the week of the World Cup finals. Communicating one simple message: You might watch the wrong match when you're hungry.

Through the clever use of incorrect hashtags, the brand was able to create an opportunity to speak to the football fan market in a fun and engaging way. The ‘Wrong World Finals’ online content and posters were created in a wide range of artistic mediums including painted, hand-drawn, cut-out, clay, collage, and digital illustrations. Each piece is completely unique and tied to a misspelled ‘World Cup’ hashtag found online.

The pieces with the best original artwork were then turned into T-shirts fashioned after sports jerseys for brand merchandise that further ties Snickers in with the ‘World Cup’—or the wrong one at that.