Brand bids on misspelt Google search terms to offer up candy bar as a solution
Apr 29, 2013
In a move reminiscent of the Alec Brownstein experiment, Snickers and AMV BBDO
created a way to make bad typers recognize why it is that they were unable to spell correctly. Snikkers Googel worked to bid on misspellings of common search terms. Each time
someone misspelled a word -- which was probably often, since people generally rely on the search engine to
correct the terms for them -- they got tailored ads asking them to "Grab yourself a
Snikkers," because "Yu cant spel properlie wen hungrie." According to the agency, the
campaign reached 500,000 people in three days of launch. A smart way for Snickers to
not only reach bad typers, but also those who type "diS way" for absolutely no reason.
The agency also created Snickers Foosball, a new type of Foosball table that replaced
the regular soccer figurines with their "hungry alter egos," part of the candy bars "You're
Not You When You're Hungry" campaign. "Old Granny," "Cry Baby," and "Drama Queen"
were put onto the field -- each had a flaw that made them bad at the game, from too
short legs that couldn't reach the ball, to too-loose limbs that spun whenever the ball
came in contact.