SNICKERS Survivor Challenge

One of my roles at Draft Worldwide (now part of FCB Global), was as SVP, Director of Concept Development, leading the ideation and development of integrated marketing concepts for a number of brands, including Snickers.

This is one of the programs created during that time.

SITUATION

Snickers is positioned around hunger satisfaction. All advertising and promotions are required to reinforce this core premise.

CHALLENGE

Generate multiple purchases over an extended period while reinforcing Snickers’ hunger satisfaction positioning. 

SOLUTION

Partner with a property consumers are hungry for, in which hunger is literally a key ingredient of the show.

PROGRAM DETAILS

Product Placement & Promotion

• Product placement on the show made Snickers a welcome reward for a team challenge  
• Promotion satisfied consumers’ hunger to interact with the show
  • Consumers entered a new under-the-wrapper code each week at a promo URL to vote for who they thought should be voted off the island 
  • Everyone who voted correctly won a free snickers and was entered for a weekly 
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PROGRAM DETAILS

Trade Launch

Initial excitement was generated at the FMI Show in a true hunger satisfaction way. 

• Booth was designed as a Survivor Challenge branded island hut with an appearance by host Jeff Probst 
• Attendees who accepted the challenge and ate a mealworm were rewarded with a Snickers bar and Survivor t-shirt 
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RESULTS

• Commended by client for hitting the bullseye of hunger satisfaction positioning
• Far surpassed display commitment and sales goals
• 1st Place Tempo Jay Gondelman award
• Echo Leader award
• Silver Dialog award