Snickers sought to hijack the FIFA World Cup finals with an ambush social media campaign called ‘The Wrong World Finals’.
As the world tuned in to the final of Russia 2018, Snickers leveraged the biggest sports event of the year with a celebratory social media campaign revolving around all the match-ups you might confuse with the main event – a mistake you might well make if you are hungry.
Working with agency BBDO Guerrero, the chocolate bar brand developed a The Wrong World Finals campaign that spanned both OOH posters and social content pieces, as well as activating offline in sports bars around the country.
The imagery played on simple World Cup Finals wordplay with puns ranging from World Cat Finals to World Cut Finals and even the World Mop Finals.
The basic idea underlying the Mars Global brand’s initiative is that no matter whether you are supporting #TeamFrance or #TeamCroatia, Snickers makes sure you aren’t in #TeamHungry.
Comment:
How do you celebrate the event and leverage the marketing opportunity if you aren’t an official sponsor and you can’t directly mention the ‘World Cup’?
Create and invent your own eclectic, yet similarly titled world championships of course.
Links:
Snickers
https://www.facebook.com/SnickersPhilippines/
https://www.youtube.com/snickers
https://www.instagram.com/snickers/
BBDO Guerrero
