It started by breaking a GUINNESS WORLD RECORD™ for the largest chocolate nut bar, with a two-metric ton SNICKERS. We had big plans for it.
Our teasers featured people ‘digging’ in hopes of solving modern-day problems like “talking on speakerphone in public”. Influencer and social polling cFontent rallied consumers to tell us why they’d dig listing reasons from quinoa milk to micro-influencers.
Our Super Bowl commercial featured a singing crowd watching a giant SNICKERS get lowered into a hole, thus ‘fixing the world’. Post-launch, we took to Twitter to claim credit for the good that ensued – like a half-time show sans wardrobe malfunction—resulting in #SnickersFixedTheWorld trending nationally.
In the weeks following, we continued to lay claim to real-time good news – from the end of Netflix autoplay, to an asteroid missing earth. Consumers joined in, tweeting #TheSnickersHoleIsWorking wherever they saw good news, and expressing hope that certain politicians would “fall in” the hole.