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Marcia Gets Hungry

基本信息
行业: 糖果与零食
投放:美国
风格: Minimalism
说明cnen
Brief Explanation
The mural served to promote the release of an upcoming Snickers Super Bowl commercial, airing during the biggest sporting event in America.
Client Brief Or Objective
Our brief was to build anticipation and buzz for the 2015 Snickers Super Bowl commercial.Our strategy was to support the Snickers You’re Not You When You’re Hungry campaign in a new and unignorable way, while building buzz through earned media for the upcoming commercial.
Outcome
Through Facebook, Instagram, and Twitter, the mural delivered over 22 million impressions and over 140k social engagements. The video of the mural’s transformation received over 3.2 million views. With the help of the mural and other integrated efforts, the Super Bowl spot received over one billion impressions.
Relevancy
The main goal of this execution was to promote the release of the Snickers Super Bowl spot. We saw an opportunity to show the transformation depicted in the commercial in a new way, step by step over the course of the two weeks prior to the big game.An unbranded portrait of Marcia Brady was painted to morph into Danny Trejo. We tagged this phase with the hashtag #WhatsUpWithMarcia, to encourage a social conversation about Marcia’s mysterious and outrageous transformation into Danny Trejo.We then implemented the final phase, revealing the mural to be a promotion for the Snickers Super Bowl commercial, and replaced the hashtag with #EatASnickers – which tied into a larger campaign.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
文案:
美术指导:
摄影:
客户企划:
制作公司:
制片:
其他职位:Director of Integrated Production: David Rolfe
Account Team: Tani Corbachio
Senior Integrated Producer: Neely Lisk
Art Producer: Betsy Jablow
奖项
戛纳国际创意节 2015
铜奖 推广活动
Use of Print or Standard Outdoor in a Promotional Campaign
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