The Offer: As part of BBDO Moscow‘s larger campaign for the Russian arm of Mars-owned Snickers, the agency created an interactive app that mixes Schadenfreude with the pleasure of chocolate. To dramatize the idea that when people are hungry, they do stupid things—for example bad parking jobs or tripping over their own feet—the mobile app allows users to snap photos of so-called “hunger attacks” and cordon them off with digital Snickers-branded yellow caution tape, and add the pics to an online gallery. For the PC-bound, users drag a bookmarklet to their browser via hungerattack.ru/en, through which they can locate and tag examples of general public stupidity using Google Street View. All users are encouraged to use Facebook to share and tag the images they capture.
The Data: As of June, 472 photographic instances of idiocy had been uploaded.
The Channel: BBDO rolled out the campaign using mobile, Web, and ambient marketing tactics. The overarching campaign also included outdoor and TV ads.
The Creative: Snickers fashioned actual rolls of caution tape made from its candy wrappers, which guerilla teams wrapped around examples of stupidity encountered on real city streets throughout Russia.
The Verdict:
Margaret Johnson is executive creative director and associate partner at Goodby, Silverstein & Partners in San Francisco. In her 14 years with the agency, she has worked on multiple high-profile accounts, including Budweiser, Hewlett-Packard, Nintendo, Nike, Yahoo, and Sonic. Read our Q&A with Margaret for more.
Great job turning everyday annoyances into a participatory civic behavior-improvement campaign. Calling knuckleheaded moves out on the Web via the Google Street View applet and mobile app is satisfying, but getting people to drape your logo across public spaces takes it to the next level.
