AMV BBDO has built on the successful 'You're Not You When You're Hungry' campaign for Snickers in the UK, with an amusing digital campaign. The agency worked with Google technology to serve the campaign to the search engine's users. Starting from the premise that office workers are 'off their game' when hungry, the agency used a special algorithm to identify various misspellings of some of the most commonly searched for terms on Google. Each time someone misspelt one of the words, the search results included a tailored ad message, encouraging the user to grab a Snickers (see screen grab below).
The three-day campaign ran in early April and reached more than 500,000 people within three days, without any seeding.
