Snickers Wins Over Super Bowl XLIX Fans
With #EatASNICKERS Commerical
The Roundup
SNICKERS: THE BRADY BUNCH
GAME DAY STATS (02/01/2015)
Snickers Wins Over Super Bowl Fans
Digital SOV: 2.44%
Social Actions: 72,340
Online Plays: 2,953,536
With #EatASNICKERS Commercial
OVERALL STATS
(01/18/2015 - 02/01/2015)
Digital SOV: 3.07%
Social Actions: 249,208
Online Plays: 11,781,382
THE
3RD
MOST ENGAGED WITH SUPER BOWL AD*
6.17%
0.90%
Action Rate
Engagement Rate
95%
Liked It
The Challenge
In order to maximize on their Super Bowl advertising investment, Snickers partnered with Kinetic to develop a strategic plan to
build excitement and engagement of their 30-second commercial spot that would run during the 1st Quarter of Super Bowl XLIX.
Building on their #EatASNICKERS campaign, Snickers developed a humorous ad starring the macho Danny Trejo impersonating
a “hangry” Marcia from the Brady Bunch. A teaser to the commercial was released 11 days prior to the game, building an interest
in what would be Trejo’s hilarious spoofing of the famed Brady Bunch character.
“Part of Snickers’ success lies in the fact that they released their
commercial pre-Super Bowl. It was such a great commercial that
once it aired again, people were excited to see it again.”
- MediaPost
The Strategy
As Snickers’ social agency of record, we were able to leverage our learnings from previous campaigns to implement a strategic
plan segmented into three phases of delivery connecting to the campaign’s overall KPI’s:
Pre-Game: Awareness
Snickers’ 20-second teaser spot was released on Facebook and Twitter 11 days prior to game day. Paired with an #EatASNICKERS
call to action, the teaser got Snickers fans demanding to see the commercial in its entirety. As a result, Snickers released the full
commercial prior to game day on both Facebook and Twitter; creating a buzz around its Super Bowl appearance well in advance
of its airing. In fact, one social media user wrote after viewing the Snickers teaser: “I might watch the Super Bowl this year just to
see the rest of this ad!”
During: Engagement
Our war-room approach delivered real-time content during the
game. Playing off another advertiser’s commercial, we were
able to deliver a real-time tweet that dovetailed both with this
advertiser’s commercial and Snickers’ #EatASNICKERS hashtag.
As a result, this tweet had a high level of engagement, garnered
675K+ Impressions, and augmented the authenticity of Snickers’
brand voice for this campaign on Twitter.
Post-Game: Awareness & Engagement
Continued engagement with the #EatASNICKERS hashtag extended well after the commercial aired; demonstrating the
willingness of this fan base to interact and have fun on social with another of Snickers’ reinterpretation of the #EatASNICKERS
hashtag.
FACEBOOK PROGRESSION
Snickers
Snickers
Snickers
#SB49 can’t come soon enough. Use #EatASNICKERS and you could see our commercial
before ga...
The most satisfying part of the Super Bowl will
be at the end of the first quarter.
Marcia gets a little hostile when she’s hungry.
Who are you when you’re hungry?
TWITTER PROGRESSION
The Results
Response to the Snicker’s commercial catapulted it to the 3rd most engaged-with commercial during the Super Bowl*.
Humorous content, boosted by social promotion equated to great success.
When compared with other Super Bowl advertisers, Snickers demonstrated that familiarity and humor performed best among
audiences. Campaign success was further measured with action rates on Facebook reaching as high as 21.46% and engagement
rates as high as 1.51% on Twitter.
This campaign demonstrates the integral part that social plays in delivering a brand’s message to audiences before, during, and
after live events; enabling, connecting and interacting with audiences while extending television advertising investment beyond
the event.
*Sources: MediaPost, AdAge
www.kineticsocial.com
[email protected]