A Nutty Idea for a Multichannel Shopper Marketing Campaign

When it comes to true multichannel shopper marketing, the U.S. could learn a lot by looking abroad to see how our Asian, European, and Indian colleagues are helping their clients create a conversation with the shopper and inspire trip traffic.

Mars Inc.’s Snickers just launched a campaign that features a mobile game, a WAP site, banners and in-store marketing to drive consumer interest and sell more candy bars. For a brand like Snickers, it’s really difficult to stand out from the crowd, because so many brands are trying to sell chocolate to young males, but by using mobile, Snickers is hoping to pick up a little street cred with today's snacky, screen-addicted youth.

Available as a free download on Java phones, the iPhone and iPod touch across all of Scandinavia, the soccer game’s primary target group is guys ages 16-24, who are out and about all of the time, coordinating their social life and activities via mobile phones. Accordingly, a fun mobile game is a good way to keep Snickers top of mind and established as a youth brand.

Snickers is hoping that the buzz around the upcoming World Cup will help fuel viral word-of-mouth spread and lead to more downloads (and greater sales).