PLAY HUNGRY by BBDO New York, Digitas New York for Snickers

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PLAY HUNGRY

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Industry Chocolate, Bars
Media Promo & PR, Case study
Market United States
Agency BBDO New York
Director Ted Pauly
Art Director Jason Stefanik
Copywriter Alex Taylor
Designer Justin Coombs
Photographer Bill Frakes
Editor Jj Lask
Agency Digitas New York
Released September 2011

Awards

Kinsale Shark Advertising Festival 2012
INTEGRATED BEST CAMPAIGN USING 3 OR MORE DIFFERENT MEDIA TYPES SILVER

Credits & Description

Advertiser: MARS CHOCOLATE NORTH AMERICA
Product/Service: SNICKERS
Agency: BBDO NEW YORK
Agency: DIGITAS
Chief Creative Officer: David Lubars (BBDO New York)
Senior Creative Directors: Peter Kain/Gianfranco Arena (BBDO New York)
Integrated Group Creative Directors: Larry Corwin/Ricardo Landim (BBDO New York)
Art Director: Jason Stefanik (BBDO New York)
Copywriter: Alex Taylor (BBDO New York)
Designer: Justin Coombs (BBDO New York)
Agency Producers: Hyatt Choate/Tyler Doshier (BBDO New York)
Director Of Music/Radio Production: Rani Vaz (BBDO New York)
Art Buyer: Betsy Jablow (BBDO New York)
Retoucher: Steve Lakeman (BBDO New York)
Photographer: Bill Frakes
Production Company: (Furlined)
Director: Ted Pauly (Furlined)
Director Of Photography: Jaron Presant
Editing House: (P.S. 260)
Editor: Jj Lask (P.S. 260)
Visual Effects Company: (Brand Name)
THE SNICKERS PLAY HUNGRY, BUT NOT LITERALLY HUNGRY INTEGRATED CAMPAIGN
Media placement: Web Film - The Man Who Played Literally Hungry - Online - 1 September 2011
Media placement: Website - The Man Who Played Literally Hungry Website - Online - 1 September 2011
Media placement: PR Event - The Ride Of Redemption - OOH - 24 November 2011
Media placement: Trailer - The Man Who Played Literally Hungry Trailer - Online - 1 September 2011
Media placement: Video Banner - Game Day - Online - 8 September 2011
Media placement: Video Banner - Koi Pond - Online - 8 September 2011
Media placement: Customized Fantasy Football Banner - Online - 8 September 2011
Media placement: Print - Play Hungry, But Not Literally Hungry - Ref - USA Today, Sports Illustrated, ESPN magazine - 1 September 2011
Media placement: Print - Play Hungry, But Not Literally Hungry - Sack - USA Today, Sports Illustrated, ESPN magazine - 1 September 2011
Insights, Strategy & the Idea
Over the years, Snickers has positioned itself as a champion of hunger satisfaction. This year’s challenge was to extend that brand identity to Snickers’ National Football League (NFL) sponsorship. American Football fans love Snickers, but they’re bombarded with advertising and peripheral entertainment during the season. So we were tasked with creating a piece of content that was relevant and entertaining enough to reach our target, while reminding football fans to grab a Snickers when hunger knocks them off their game.
This got us thinking about famous sports blunders. The ball trickling through Bill Buckner’s legs in the 1986 World Series. Zinedine’s Zidane’s head-butt in the 2006 World Cup final. We’ve seen these infamous plays hundreds of times. They are the gaffes heard around the world. So we wondered, “What if one of these moments was caused by hunger?”
Creative Execution
In a 1993 Thanksgiving Day football game, Dallas Cowboys player Leon Lett famously touched a ball he shouldn’t have, following a blocked kick. It led to a devastating loss. We went down to Dallas to revisit the play, shooting a mockumentary film that blended real NFL footage with interviews from various 'witnesses'. Leon admitted he was hallucinating with hunger and the rest was (revised) history.
The film went live on a dedicated site where users were prompted to weigh the evidence and 'forgive Leon'. These proved to be shareable moments, as many 'forgives' were tweeted and shared.
We created a 90-second film trailer that was picked up by sports blogs and websites. Rich video banners on Fantasy Football pages drove fans to the experience. And Leon Lett did several sports radio interviews during which he remembered the play and encouraged listeners to visit the site and forgive him.
Results and Effectiveness
Football fans watched the film and responded to our call to 'Forgive Leon'.
By the Thanksgiving Cowboys-Dolphins rematch, we exceeded our goal of 25,000 'forgives' with over 800,000 page views. As the sports media revisited Leon’s famous blunder from 18 years before, our campaign became part of the story, leading to over 25m impressions without a penny spent on television.
The client reported having sold approximately $10m in dedicated Snickers NFL retail volume for the program, which is a 35% increase from last season.