Snickers, a brand in the stuffed bar segment, has just announced its first campaign of the year. Named “Chama no Snickers”, the initiative will protect players from slips caused by hunger.
The campaign happens as follows, when making a mistake in the game – such as being a noob (newbie in the game), dying too soon, having a fit of rage, leaving without saving the game, among other “mistakes” – the user will be able to enter the campaign website, talk to a chatbot, explain your mistake or event and earn a discount coupon for the purchase of the product exclusively on the Americanas website. The initiative aims to send the message that you can make mistakes in the game when you’re hungry, but Snickers has you covered.
The gaming universe is one of the main audiences for the brand and one of the markets that has been growing exponentially. Initiatives like these reinforce Snickers’ strategy of getting ever closer to its consumers, putting it at the center of its projects. In addition to innovation, the initiative seeks to provide the brand’s consumers with moments of fun and more smiles.
The global campaign, which aims to surprise and bring fun to players, was created by BBDO NY, with local developments being led by The&Partnership and Ogilvy. In addition to the presence in games, Chama no Snickers has actions at the point of sale, movies, content on networks and public relations actions.
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