Snickers Launches 360-Degree Super Bowl Campaign

A 36-hour live stream and a 30-second Super Bowl commercial are among the events Snickers has planned.

 Mars Chocolate North American Inc.’s Snickers brand is set to feature a 30-second commercial during the third quarter of Super Bowl L1, featuring actor Adam Driver, this Sunday, Feb. 5.

But Snickers isn’t stopping there.

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The Snickers brand is set to feature a 360-degree campaign around this year’s Super Bowl, including a 36-hour live stream, teasers, a joint Candy Bowl promotion with Skittles that began in November and culminates in the Super Bowl, in-store displays and post Super Bowl content.

36-Hour Live Stream Event
The 36-hour live stream began Thursday, Feb. 2 via a Wild West-themed set, that includes a variety of vignettes featuring celebrities, including Betty White who proves she can catch a touch football after internet trolls doubted her abilities.

Check out Betty White catching a football here.

WWE Superstars and top You-Tube influencers will also be among those featured in the vignettes. The Snickers brand is the first to attempt a 36-hour live stream event around the Super Bowl. The live stream aims to influence and interact with fans and encourage them to engage with the Snickers brand.

View the live stream here via Facebook until it ends at midnight (EST) on Saturday Feb. 4, 2017 at

Candy Bowl
Building off of the success of last year’s Super Bowl activation, Mars Chocolate North America and Wrigley teamed to deliver a second joint-selling program, The Candy Bowl, to leverage the power of the companies’ combined product portfolio.

The Candy Bowl gives consumers the chance to join Team Snickers or Team Skittles by texting a picture of their favorite product to win instant prizes, unlock exclusive content and enter to win the Grand Prize Sweepstakes.

The program is supported by a series of integrated activities including joint in-store displays and consumer promotions designed to help retailers drive sales around Super Bowl.

Last year’s joint program contributed to sales increases for Snickers, Skittles and Starburst throughout the Super Bowl selling season. While this is always a productive time period, the companies were able to drive an additional 20% of incremental sales above what is typically seen and retail partners are seeing the value as display orders continue to grow year over year.

 Super Bowl Commercial
As for what the Snickers Super Bowl commercial will entail, it’s a secret! So be sure to tune in to the third quarter to see what Mars and its Snickers brand has planned.