Switcheroo
Mars Chocolate North America
Issue 38 | March 2016
Agency
BBDO New York
Creative Team
Chief Creative Officer, BBDO Worldwide: David Lubars Chief Creative Officer, BBDO New York: Greg Hahn Executive Creative Directors: Peter Kain, Gianfranco Arena, Tom Markham Creative Director/Art Director: Danny Adrain Associate Creative Director/Copywriter: Roberto Danino Senior Art Director: Sei Rey Ho
Production Team
Director of Integrated Production: David Rolfe Group Executive Producer: Amy Wertheimer Group Project Lead: Michael Gentile Production Company: The Kitchen @ BBDO Director: Lawrence Chen Assistant Director: Koji Yahagi Executive Producer: Renee Haar Line Producer: Jonathan Hsu
Other Credits
Account Team: Kirsten Flanik/Susannah Keller/Joshua Steinman/Tani Corbacho/Jocelyn Choi Planners: Annemarie Norris/Alaina Crystal/Sean Stogner Social Influence Manager: Andrew Osborne Social Influence Manager: Lucy Bennett Editor: Keith Vogelsong
Date
September 2015
Background
Gamers were the perfect demographic for Snickers. But gamers also happened to be very savvy at avoiding advertising. To get their attention, the brand had to do something a little more unexpected.
Idea
Snickers decided to prank 130,000 of them on Twitch, the Internet's biggest gaming platform. You Are Not You When You're Hungry, so during a live stream, three of the top gamers on Twitch got really hungry and started making mistakes. The hungrier they got, the less they behaved like themselves until they transformed into completely different people. The transformation happened in real-time, as all their fans looked on in disbelief. Then those fans went nuts, on Twitch's chat and all over the Internet. Snickers let the prank play out for a while. Then the alter egos held up a Snickers Bar and took a bite, transforming back into their old selves.
Results
-Over 130,000 viewers pranked live on Twitch.
-Over 4.2 million earned impressions.
-On YouTube, a fan-made video recap of the live stunt has 333,000 views and counting.
-All for 0 media dollars.