Snickers engaged fans like never before with the world’s first 36-hour livestream, featuring a day and a half of uncut, original content streamed to Facebook Live and amplified on Youtube and Twitter. Over 36 hours, fans watching live on Facebook were treated to a variety of segments featuring Old West themes, live animals, celebrity cameos, and a cast of odd characters. All of it allowed fans to watch, participate, share, and build anticipation for the upcoming Live Snickers Super Bowl commercial.

The live stream was 36 hours of continuous, original content that viewers could drop into at any time, and keep coming back over the course of a day and a half. It featured famous people, less famous people, social media influencers, and even an ordinary can of baked beans that became extraordinarily popular. Throughout the 36-hours, we created dozens of segments designed for audience interaction, like a cowboy who incorporated user comments into a free-flowing song, and an old-timey doctor who answered users’ medical questions with outdated 1800’s remedies. We even let the audience name a building that would appear in our live Super Bowl commercial days later.

From a media perspective, the world’s first 36 hour livestream was covered by hundreds of major TV (CNN, Today Show, etc.) and print outlets (Wall Street Journal, New York Times, etc.)

In the end, we generated 5 Million+ views, accounting for 340,000+ hours of content consumed, garnering more than 40,000 comments and reactions in just 36 hours.