Starbar was a fairly new product, launched by Marabou as a direct competitior to Snickers. The objective was to win over current Snickers consumers: young men aged 18-25 (roughly 350,000 individuals). This target audience is one of the most challenging to target with traditional advertising, and the strategy was thus to reach them through social media. We decided on a gameification approach where we would generate consumer involvement through a challenge: 'Got what it takes to impress Megan Fox?' A meeting with Megan Fox is the ultimate prize for young men, and by challenging them to provide content to win this prize, we secured a massive amount of user generated content to be distributed through social media. To generate further viral spread, we teamed up with one of Sweden's most popular radio programs, also broadcasted on national television in the mornings. One of the hosts was enlisted to participate in the competition himself, uploading his own content. This generated further interest and reach of the campaign, and it was picked up by national as well as international media. In the end, the campaign reached over 60% of the target audience, with a sales increase of 16%.

The campaign was pre launched with a teaser trailer on YouTube. A week later, the competition opened to the public with a big bang. The only bought media was display advertising and pre-rolls on YouTube. We seeded the campaign to blogger networks, and at the same time, the radio show The Voice started talking about the campaign. As content started pouring in, we seeded this to bloggers and media, and the top contenders received massive exposure in national media including being included on Sweden's biggest Web TV channel, Aftonbladet. The campaign ran for 3 weeks, and each week a new challenge was given by Megan Fox herself to maintain interest and buzz.

Out of a total target audience of approximately 350,000 people (Sweden only has 9m inhabitants), we got over 214,000 to visit the campaign site. Over 6,000 of these actually participated in the competition, contributing content. Consumers spent more than 10,000 hours on the campaign site, providing and rating content. With the content spreading in social and traditional media, we received a total of over 120m impressions, generating free media at an estimated value of over US$2m. During the campaign period, sales increased by 16% compared to the previous month.