The objectives of Snickers Brand 'Hungriest Player' promotion was to increase single bar purchases, gain incremental display in-store and drive loyalty through the promotional website. The promotion utilised the brand's NFL sponsorship to reinforce Snickers Brand equity and imagery, and strengthen relationships with its core consumers, males 18-34. Under-wrapper codes were used at snickers.com to vote for the player consumers thought would play with the most intensity and 'hunger' during that week's ABC Monday Night Football game. Each week, consumers who voted correctly won a free Snickers Bar and were entered to win one of sixteen Super Bowl trips.