To build on the digital success of our 'You're Not You When You're Hungry' campaign last year, we came up with a new way to tell the story in the digital space. Instead of allowing a limited budget to stifle our ability to bring the idea to life, we capitalized on an existing digital behavior and cost effective digital channel with mass reach to communicate 'being off your game' in a way that had never been done before.

Launch the campaign
Published
September 2013
Topics

The Story

To build on the digital success of our 'You're Not You When You're Hungry' campaign last year, we came up with a new way to tell the story in the digital space. Instead of allowing a limited budget to stifle our ability to bring the idea to life, we capitalized on an existing digital behavior and cost effective digital channel with mass reach to communicate 'being off your game' in a way that had never been done before.

We worked with Google AdWords to bid on misspellings of the most commonly searched terms. Each time someone misspelled a word, they were given a tailored message to "Grab yourself a Snikkers" as "Yu cant spel properlie wen hungrie."

The Technology

The Results

Without seeding, it reached over 500,000 people in just over two days of launch.

558K+

impressions in 51 hours

Launch Date April 9, 2013