Snickers decided to prank 130,000 viewers live on Twitch, the Internet’s biggest gaming platform, as an extension of our successful global campaign, You’re Not You When You’re Hungry. During a live stream, three of the top gamers got hungry. The hungrier they got, the less they behaved like themselves until they transformed into different people. The prank played out for over an hour, during which fans freaked out all over the Internet. Then the gamers ate a Snickers bar and went back to normal.

The live stunt played out for over an hour, and it happened simultaneously on a Saturday afternoon, the peak time for Twitch viewers.

- Over 130,000 viewers pranked live on Twitch.

- Over 4.2 million earned impressions.

- On YouTube, a fan-made video recap of the live stunt has 365,000 views and counting.

- All for 0 media dollars.

Twitch is a site where gamers broadcast themselves playing video games while millions of fans watch them. Twitch pulls in 43% of all live video streaming, making it the perfect place for Snickers to find their target audience, Millennials 18 to 30 years old.

Gamers are the perfect demographic for Snickers. But gamers also happen to be very savvy at avoiding advertising. To get their attention, the brand wanted to do something a little more unexpected.