SHAZAM YOUR HUNGER – the first music album launched on a chocolate bar. It was created to help people answer the main question for the Snickers brand: “Who are you when you’re hungry?”

In a partnership with a famous rap band we recorded their new song in 5 musical genres and shot 5 music videos for them. Each version corresponded one of the moods of hunger - WILD, WEIRD, SLOW, GLOOMY, normal - which were written on Snickers “hungry bars” in place of the logo. This is how we turned a limited edition product into limited edition content.

To watch the long-awaited premiere, users had to hunt for the limited edition bars and Shazam them.

“Who are you when you’re hungry,” Snickers asked and then offered answers in a tactical campaign SHAZAM YOUR HUNGER, which began directly on the product: the different moods of hunger, such WILD, WEIRD, SLOW and GLOOMY, were written on bars in place of the ordinary SNICKERS logo. Using Shazam, we announced the release of the hotly-awaited album straight from the SNICKERS bars.

The video entered completely new musical territory by combining five songs in one – each representing a different mood of hunger – recorded and shot in completely different styles. Wild rap-pop, gloomy emo-hop, weird wtf-hop and tediously slow-hop.

The high point of the campaign was the launch of an interactive video on a separate landing page. All five versions were superimposed on each other. Users could switch from one hungry version to another, without changing the position in the song and the choreography in the frame.

Youtube video: the most viewed local video ad in 2017 with 24 000 000 views

Youtube video: VTR 30% (Google benchmark 23%)

Shazam: 23 265 885 impressions

Shazam: 5 165 082 reach

The «Shazam Your Hunger» album was released on iTunes and PlayStore, and became a part of the band’s concert tour.

Users posted hundreds of parodies, covers, reaction videos.

An audience with an 8-second attention span ended up spending more than 2 minutes on our interactive website mixing and matching all of the hungry videos.