Everyone makes last minute holiday purchases. Father’s Day is no exception. Most people just browse the Internet, buy the first thing they find, and give Dad the purchase confirmation print-out as a gift.

Taking advantage of that fact, we offered something unexpected to those who were desperately looking for anything to give. At the right time in the right place.

We solidified equity and brand’s positioning in consumers’ minds by providing an experience that made them laugh and interact with Snickers. Because if you thought about buying a JovanniGram as a Father’s Day present, you must have been hungry!

With the help of an infomercial showcasing a uniquely irrational offer, we created virality that granted us a reach of over one million Puerto Ricans. In addition, we obtained free publicity and mentions over traditional mediums like Radio and TV, even re-tweets from celebrities like Calle 13. This high reach allowed us to build even more upon the brand’s new global positioning: YOU'RE NOT YOU WHEN YOU'RE HUNGRY.

Open Rate: 18.6% (41% higher than industry average).

876,901 Twitter impressions

137,681 YouTube views

175,992 Facebook post views

Considering Puerto Rico population: 3.5 million.