Snickers satisfies with a feast on its Web site

Share this content:
Snickers satisfies with a feast on its Web site
Snickers satisfies with a feast on its Web site

Mars Inc.'s Snickers candy bar brand has teamed up with Agency.com for a new interactive Web site in a move to build brand awareness.

The new site, at http://www.snickers.com/ incorporates the current brand positioning of a Snickers as a feast, as part of an overall goal to build a core brand position in the market.

Michael Treff, account director at Agency.com, said via e-mail that the redesign strategy was meant "to deliver an exceptional, immersive and engaging digital experience which lives up to the expectations our customers have for the brand itself."

Animation, sound installations, experimental navigation, and Easter eggs are featured on the site to achieve this goal. The site includes nutritional and product information, as well as current promotions including the Feasters television commercials that feature the road historical characters known for feasting on the road, such as Henry VIIIand the Pilgrims. It also includes Pepe and Lupita, characters from a Latin American-targeted campaign.

The previous iteration of snickers.com, which was not designed by Agency.com, let visitors browse product information, sponsorship information and connect to campaign-based microsites.

"While the previous version of the site was more of a traditional brand site, with little engagement or interactivity, we strived to create a digital environment that was substantial and satisfying to our customers, mirroring the actual eating experience when one eats a Snickers bar," Treff added.

Snickers did not disclose the cost of the site's redesign, and is doing little to market the new site, beyond adding the Web address to the product's wrapper. But, according to Mat Zucker, executive creative director at Agency.com, a Web site is about branding. "The site is the portal for the brand and it is a place to come for brand engagement," he said.

close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here