The most inspirational campaign by marketing powerhouse Snickers doesn't include a celebrity or even a television audience. Taking advantage of their extremely well known "You're Not You When You're Hungry" advertising, the marketing team reached audiences in a powerful and unconventional way.
The campaign capitalized on an existing digital behavior and cost effective channel to communicate 'being off your game' in a way that had never been done before. Working with Google AdWords, Snickers bid on misspellings of the most commonly searched terms. Each time someone misspelled a word, they were given a tailored message to "Grab yourself a Snikkers" as "Yu cant spel properlie wen hungrie."
The AdWords campaign reached over 500,000 impressions only two days after launch. See the full experience at The Snickerstest.