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Snickers Satisfies is updated daily. I've only been back a few times, so I'm not sure if there's a loop of content or not, but the idea is delicious: Daily satisfaction. Would I mind a little more direct product tie-in with some of the content? No. But I have to admit this site has never bored me. And I'm always left with the logo and tag. Sweet. Seems to me this candy bar is kicking Webby ass on numerous fronts.
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Everything I need to know about advertising I learned from Star Wars
Awesome. It ties in well with the product positioning and keeps the brand in your mind every day. Great idea. Can't wait to see what else it has to offer.
Posted by:Smivey | June 13, 2006 at 08:20 PM
(Disclaimer: Snickers is a client): As another example of Snickers' online presence, wanted to share another url. To reach the X-Games demographic, Snickers hired this skater kid to skate/surf/snowboard across the country in an H3 and keep an unsupervised/unedited blog. Link
Posted by:Greg | June 14, 2006 at 08:42 AM
Greg:
What's in the water at Snickers? And do tell us more. How is the blog/brand amassador thing working out thus far? How is the unsupervised/unedited thing going over? Color us interested.
Posted by:American Copywriter | June 14, 2006 at 09:10 AM
Definitely. On top of the other goings-on at Snickers, having Jake as the Snickers brand ambassador has been better than expected. With the target audience being teens and teens who participate in extreme sports, who better to reach them than a fellow "rider"? He blogs about whatever he finds interesting or what has happened to him that day -- including judging bikini contests (snow bunnies in pasties), run-ins with the law, getting his H3 pimped out by some new friends and the list goes on. We never know what we're going to see next, but we feel the only way for the audience to feel the blog is authentic is to let it be truly authentic. He started a MySpace page and maintains comments on both. Everyone wants to know how they can get this job! Another Snickers viral site targeting this same audience is The On Season.
Posted by:Greg | June 14, 2006 at 02:51 PM
Speaking of really great web content have you seen the Apple Pro Profiles on the apple website? It is so clear that apple has gone beyond selling product or even brand, they're selling a lifestyle. These profiles inspire me. I hope that more brands move to content like this.
I say great-ho to you there Apple!
http://www.apple.com/pro/profiles/2x4/
this one is my favorite.
Svabadohbeep?
Posted by:Ashley Sinclair | June 16, 2006 at 10:55 PM
I think this works for all the right reasons. With so many brands on the shelf to choose from they have engaged in a way that does not talk down to their audience - not easy to to with this segment. I think the site is very cool and has pass along value.
Blogging with Jake will bring Snickers into conversations in ways that a contest or one-off event promo could not achieve.
Just plain smart and in step with where they should be.
Posted by:Michael Seaton | June 17, 2006 at 01:15 PM