Snickers

Snickers

Objectives

  1. Integrate the Snickers brand into racing culture at the 49th Annual Daytona 500 and the Kentucky Derby to create awareness and the new product, at highly attended events.
  2. Interrupt pedestrian and spectator traffic to educate them about Snickers DARK.
  3. Introduce new Snickers ‘Dark’ product through trial and sampling.

Solution

  1. Created five custom fabricated Snickers BobCars to promote the launch of Snickers ‘Dark’ and distribute samples.
  2. Deployed Snickers BobCars at the 49th Annual Daytona 500 in Florida for a five-day activation period.
  3. Initiated brand engagement in key locations where consumer traffic was highest: Nextel Fan Zone, Daytona, Speedway Parking Lots, Post-Race Bars and Nightclubs.

Results

DELIVERED BRAND IMPRESSIONS TO OVER
350K
RACE FANS IN 5 DAYS
DISTRIBUTED
25K
SNICKERS BITE SIZE SAMPLES