Why watch a pre-roll when you can play one?

These pre-rolls spots sought to engage audiences by turning the pre-roll into a game viewers could “play” using the only input available: The Pause button.

At certain intervals throughout the two spots, a Snickers bar crosses the bottom of the screen.

The viewer is challenged to “catch” the Snickers by way of a perfectly timed press of the pause button.

With a little luck and timing, the title characters could be transformed back into their original selves.

Our films were designed to be played as pre-roll ads on YouTube, and automatically played before our target audience’s selected videos. People were also directed to the videos from the Snickers’ social media pages.

Reach:

Over 2 million total views in first week of launch. An unprecedented 92% audience retention rate, 78% higher than the industry standard. That means that the vast majority of viewers chose to watch the spots to the very end.

Source: YouTube, Facebook analytics, February 2017