YouTube, Facebook, Twitter, TV, press and radio. The new Snickers work is a great example of a totally integrated idea that was so popular even the British Government started talking about it.

But when we launched the campaign in the UK we didn’t use TV. We chose Twitter.5 celebrities sent tweets that were completely out of character. Their final tweet revealed the line: You’re Not You When You’re Hungry with a Twitpic of them eating Snickers.Each celebrity sent just 5 tweets, yet the campaign was reported in press, on TV and radio - and was even mentioned in parliament.

The campaign resulted in a 14% increase in sales.