Aimed at 16-29 Year Olds, Karting Festival Promoted Via Guerrilla Tactics

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Brand: Snickers
Brand Owner: Masterfoods
Category: Confectionery/ Snacks
Country: Germany
Date: Aug 2004 - Oct 2004
Agency: MediaCom
Other Agencies: BBDO Haeberlein Maurer Vistanove

Chocolate and a message of good health are not comfortable bedfellows in a world of regulatory threats and obesity concerns. However, a message of energy and enjoyment is perfectly relevant and MediaCom built upon this platform when Masterfoods asked them to refresh its venerable Snickers brand among the 16-to-29-year-old market.

The concept of “Active Enjoyment” was translated into a media strategy that put the Snickers Wildkarts, a competition offering consumers the chance to race karts under the Reichstag in Berlin, at its heart.

The first stage was a campaign designed to announce the karting festival. In Berlin, the campaign focused on guerrilla activity emphasizing the underground nature of the contest. Promotional teams climbed out of manhole covers to distribute information while billboards were altered so that it looked as if they were rising out of the ground. In areas indexing highly against young adults, promotional teams stuck Post-It notes on postboxes and doors.

Interestingly, more than 50% of those attending the event came as a result of word of mouth. Traffic on the Snickers site increased by 50% and more than 42,000 people registered for the 470 racing places.

Nearly 10,000 people attended them. This is a great example of a media strategy that puts an event at the heart of its schedule and then drives awareness and positive associations well beyond the thousands that actually attended.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared’s Creative Media Database.

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