We decided to find out what happened when we applied the idea to music. We took two famous Aussie music acts, Hip Hop artist Phrase and Electro pop band Miami Horror, and had their fans choose them a song to record that was unlike anything they had done before. We filmed the entire process with all content being posted on snickerssessions.com.au, Twitter, YouTube and Facebook. At the end of 10 weeks we released our 2 music videos to rave reviews. Proceeds from the sale of the tracks, plus $1 from every vote went to a music-based charity.

•Over 21,000 votes in 2 weeks•$22,000 donated to the Heaps Decent charity •14,390 Facebook fans in just 10 weeks•428,874 Snickers Sessions posts views •72,265,589 media impressions•5.73m people reached via PR coverage•Positive brand sentiment increased from 12% to 19%•Conversations about Snickers doubled across all social media•Over 95,000 views of Snickers Sessions online video content •Our ‘out of character’ songs got radio airplay on major syndicated networks and stations across Australia.•People searched for ‘Snickers’ 8,832% more