Our digital campaign featured the world’s first in-banner voice-message generator. By rolling over the ad, the user could select a friend’s name, enter their phone number, and select a reason why that friend needed to “get some nuts” – because they never buy the drinks, because they spend too much time with their girlfriend, and so on. This could also be done on the Snickers website. The friend would then receive a call from Mr T, referring to them by name, pointing out their foibles, culminating in the suggestion that they “get some nuts”. To make the initiative even more viral, they’d receive a text allowing them to pass it on to their friends. We also developed a non-traditional trading method, with space bought on a “cost per voice message” basis on sites such as Facebook. This meant we only paid when people interacted and sent voice messages to their friends.

91,000 people got Mr T to tell a friend to “get some nuts” via the voice message activation with a cost per engagement of just 27p. The campaign also acquired 84,000 Facebook friends. We drove 265,444 consumers to Getsomenuts.tv, resulting in a cost per visitor that was down 96% YOY. The end result was more Snickers sales (a 2% increase in value sales in a declining market).