As a longtime NFL sponsor, Snickers decided it was time to give players and fans a reason to engage with the brand before, during, and after games. A simple insight led to an audacious idea – honoring the hungriest player of the week.
Snickers Hungriest Player came to life through a collaboration with Ben Baller, the most influential living jeweler. He crafted a show-stopping piece of bling from hundreds of diamonds, rubies, and sapphires. Each week, the Snickers Chain went home with the NFL’s Hungriest Player, the player who did the most to lead their team to victory.
Within 24 hours of each game, Snickers announced the Hungriest Player, and the Snickers Chain flooded social media through earned media interviews, amplified content on the NFL’s Checkdown channels, and the NFL player’s own social media. By the end of the program, Snickers had named 14 Hungriest Players of the Week, nine of whom were selected to go to the Pro Bowl. With over 1.8 billion earned media impressions and stunning growth numbers, Snickers ended the season with a winning strategy that exceeded all expectations.