1)The exceptional location emphasised the new cool positioning of Snickers: an underground race in “booming town” Berlin, right under Germany’s landmark; 2) The unique racer-promoters and their activities profiled an extraordinary image of the event and became “talk of town”.;3) Broad co-operations with the favourite youth TV-station VIVA and magazines pushed national awareness of the event and stylized “Snickers Wildkarts” as coolest race ever, especially by participating with own media-racing teams.

The outstanding “Snickers Wildkarts” communication lead to over 125 Mio. gross media contacts. The traffic on www.snickers.de raised up to 50%. Broad and extensive PR in all local and national media during and after the event not included.