A brilliant idea for Snickers. Agency write-up below.
(Hat tip to Anthony Kalamut!)
Snickers knows that when you’re hungry, you’re not yourself. Your productivity goes down, thinking becomes harder and you begin to make mistakes here and there. It’s been the basis of Snickers’ campaign over the last few months and this campaign takes advantage of that common occurrence, misspelling search terms.
AMV BBDO in London worked with Google to identify the top 500 words that people regularly misspell and bidded on them through Google Adwords. So when someone misspelt said words, they would be greeted by an ad linking to Snickers’ site.
As a use of Adwords, it’s pretty clever. Since we type so fast, we’re all guilty of misspelling search terms every now and again, and we’re quick to say that it rarely happens when in actual fact, it occurs more often than we’d like to admit.
In just two days, the ad was seen by over 500,000 people, and since few would run an ad campaign based specifically around misspelt words, the cost for implementing it was rather minimal.
Great impact. :)