WHAT IS SNICKERS DOING IN ESPORTS?

Snickers kick off EA’s Madden NFL esports tournament

  • Snickers in the week became the presenting sponsor of the Madden NFL 20 Club Championship, an esports tournament hosted by computer game maker Electronic Arts. As a part of the sponsorship, the candy marketed by Mars is going to be featured in highlight packages and branded studio segments during the tournament on Twitch, YouTube, and therefore the ESPN mobile app, per an announcement shared with Marketing Dive.
  • Snickers is also sponsoring a player’s lounge where 32 competitors, each representing a true NFL team, can ready themselves for the tournament that started on Dec. 17 and runs through Dec. 20 in Redwood City, California. The winning player will win a cash prize of quite $700,000, per EA’s website that features a bracket for fans to fill out with their tournament predictions. ESPN 2 will air a one-hour special about the tournament at 8 p.m. on Dec. 27.
  • Snickers also sponsors a season-long campaign to spotlight the highest plays of the Madden NFL 20 Championship Series (MCS), which incorporates esports events that coincide with key parts of the NFL season and off-season. Next year, one player will win the Snickers “Moment of the Year” award supported by votes from the Madden NFL community. The winner is going to be announced at the top of the Madden NFL 20 Bowl, which coincides with the NFL Draft on April 23-25.
  • In becoming the presenting sponsor of the Madden NFL 20 Club Championship, Snickers is ramping its promotional activity with the esports tournament a year after first partnering with the series of live events. The candy brand aims to succeed in the esports audience that largely contains Generation Zers, 74% of whom say they often snack between meals, per a study by the Institute of Food Technologies.
  • Esports viewership is about to surge quite 50% by 2023 to succeed in 46.2 million viewers, eMarketer forecast in March. The researcher also predicted that the amount of U.S. consumers who would watch an esports event a minimum of once a month would grow 18% to 30.3 million this year from 2018. Brands looking to succeed in these many fans are forecast to spice up sponsorship spending by 34% to $457 million this year, games researcher Newzoo predicted.
  • Snickers is among the brands that are sponsoring esports events as their audience continues to grow. Pizza Hut was the primary brand to win naming rights to a virtual stadium when Electronic Arts and therefore the NFL introduced MCS last summer. Nike this year sponsored the Brazilian esports organization Furia, following its prior sponsorship of TJ Sports, a venture between Chinese computer game companies Tencent and Riot Games. Anheuser-Busch also filed trademarks for official phrases that associate esports with its beer. AT&T, Axe, Coca-Cola, Hershey, Mercedes-Benz, and Tillys are among the brands that are already esports sponsors.

SNICKERS Named The Official chocolate candy of the NBA 2K League

  • Mars, Inc. and therefore the NBA 2K League announced a deal-making SNICKERS the official chocolate candy of the league.
  • An activation featuring the brand will happen during the league’s regular 2019 season broadcasts on various platforms.
  • SNICKERS joins a growing list of candy brands involved in esports including Kit Kat, Reese’s, and Hershey’s.
  • The NBA 2K League and U.S.-based Mars, Inc. have announced a partnership that names SNICKERS brand candy bars because of the “official chocolate candy of the NBA 2K League .”
  • The league launched an activation called “SNICKERS “Hungriest Player to Watch” across its Twitch and YouTube broadcasts, also as its social media channels. The special segment selects the player with the foremost “on the line” and with the “most to prove.”
  • The activation will continue throughout the rest of the 2019 season, including the playoffs and therefore the finals.
  • Snickers go after the young, male Millennials that structure an outsized part of the eSports audience because the chocolate bar-maker signs on to sponsor ELeague, the professional eSports league co-owned by Turner Broadcasting and talent agency WME/IMG. As a sponsor, Snickers will run ad spots during the printed of season two of ELeague on TBS, sponsor a live pre-game show, and name a post-game bloopers segment after its campaign slogan “You’re Not You once you Are Hungry.” Earlier this year, ELeague struck a deal to measure stream its content on Twitch to succeed in a wider audience online.

Snickers get YouTubers to post terrible videos when hungry

  • In another fun combat the brand’s slogan, Snickers got famous YouTubers to post bad videos showing how hunger can affect performance.
  • Snickers updates slogan for Millenials by getting Vloggersd and Twitch stars involved
  • Influencers create content and undertake gaming challenges while hungry to point out then having an off day
  • The campaign earned Cannes Lions award and won new followers

The challenge

The Snickers “You’re Not You When You’re Hungry” is five years old-so how does one bring it to a replacement generation?

The solution

  • The brand got video bloggers everywhere on the planet to post intentionally bad videos, pretending they recorded them while they were hungry, and thus weren’t themselves.
  • The “You’re Not YouTube” campaign launched simultaneously in eight countries and included 13 popular “how-to” vloggers on YouTube. In each video, it’s clear something is wrong because the usually sure-footed hosts appear completely off their game.
  • For example, within the one U.S.-based video, style and motivational guru Jessica Harlow, who’s usually so put together, apathetically shows fans the way to “let yourself go.”
  • The chocolate candy brand then moved on to Twitch, the gaming platform where thousands of gamers live-broadcast videos of themselves playing.

Working with BBDO NY, Snickers ‘Swotcheroo’ campaign partnered with three gamers who have many thousands of followers apiece, and had each of them start playing poorly, very unlike them, the hungrier they got. Then the stunt got even more peculiar, because of some costumes.

The results

The advertising campaign earned Snickers a prestigious Cannes Lions award at the 2016 festival. It attracted many Twitch and social media users who logged on view the hungry Vloggers and gamers.

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