Creativity

R U Mispeling Becos Ur Hungrie? Snikkers Can Help

Brand bids on misspelt Google search terms to offer up candy bar as a solution

Published on Apr 30, 2013

Editor's Pick

In a move reminiscent of the Alec Brownstein experiment, Snickers and AMV BBDO created a way to make bad typers recognize why it is that they were unable to spell correctly. Snikkers Googel worked to bid on misspellings of common search terms. Each time someone misspelled a word -- which was probably often, since people generally rely on the search engine to correct the terms for them -- they got tailored ads asking them to "Grab yourself a Snikkers," because "Yu cant spel properlie wen hungrie." According to the agency, the campaign reached 500,000 people in three days of launch. A smart way for Snickers to not only reach bad typers, but also those who type "diS way" for absolutely no reason.

The agency also created Snickers Foosball, a new type of Foosball table that replaced the regular soccer figurines with their "hungry alter egos," part of the candy bars "You're Not You When You're Hungry" campaign. "Old Granny," "Cry Baby," and "Drama Queen" were put onto the field -- each had a flaw that made them bad at the game, from too short legs that couldn't reach the ball, to too-loose limbs that spun whenever the ball came in contact.

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About

Credits

Date
Apr 30, 2013
Agency:
AMV BBDO
Client:
Snickers
Client:
Matt Boulter
CD:
Alex Grieve
CD:
Adrian Rossi
CW:
Rich McGrann
Art Director:
Andy Clough
TV Producer:
Robbie Kilgour
Digital Producer:
Steve Bond
Digital Producer:
Media Monks

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