Snickers: “Wrestler” Video Game, “Rockstar” Video Game

Objective

Snickers wanted to reinvigorate its 'You're Not You When You're Hungry' positioning by experimenting with a new ad format in the Middle Eastern market. The campaign aimed to challenge the traditional problem of viewers skipping pre-roll video ads by making advertisements themselves playable and entertaining.

Solution

Impact BBDO Dubai created two interactive pre-roll video games: 'Wrestler' and 'Rockstar.' Viewers used the pause button to play simple games while waiting for their desired video content to load. In 'Wrestler,' a school bus driver behaves erratically like a WWE wrestler due to hunger; players help him catch flying Snickers bars. In 'Rockstar,' a temperamental British tennis umpire and rock star refuses to work; players must grab Snickers for him. The games were deployed as interactive video ads in the UAE market in February 2017.