Betty white Snickers Super
Bowl Commercial 2010
During the 2010 Super Bowl day Snickers launched a campaign that was called
“You’re Not You When You’re Hungry” with the now famous Betty White commercial. A few
months ago the company teamed up with AMV BBDO to take that campaign into the
next level and the digital world.
Have you ever felt so hungry that you couldn’t type correctly? That was
exactly the target audience of this digital marketing campaign. The concept was
to buy advertisements on Google Search that appear when someone searches for a
commonly misspelled word.
For example, when someone typed “buisness” in Google, one of the first ads
he was seeing at the time was the one from Snickers. It said the following: “Yu
cant spel properlie wen hungrie Grab yourself a Snikkers”. More words that were
chosen for the campaign included “wether”, “amazin”, “definately”, “wierd” and
“publically”.
The brilliant campaign got the attention of more than 500.000 people in just
three days. This number was achieved without any seeding. It was a smart way
for the company to reach potential customers in the digital age. Additionally Search Engine
Watch reports that the click-through rate (CTR) of the text ads was 1.05%, which
was more that what was expected in the beginning.
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