The Opportunity
“Every year we challenge ourselves to find new ways to satisfy our fans hunger for entertainment by delivering something new and breakthrough, and there is no better way than being the first to have a Super Bowl live ad,” Snickers Brand Director Allison Miazga-Bedrick said in a statement. Snickers came up with an engaging strategy to livestream 36 straight hours of engaging, witty, comical and highly entertaining programming to engage fans.
The Experience
The Bulldog DM team developed a robust and scalable livestreaming solution to drive viewership and engagement allowing Snickers to exceed their marketing objectives. The 36-hour livestream also invited viewers to help name one of the buildings on the set of the live commercial.
Bulldog DM Partnership
Bulldog DM developed, managed and powered a turnkey solution that included:
- Publishing the 36-hour feed into Facebook Live, Youtube and snickerslive.com
- A real-time clipping service to post key moments for viewers to replay and enjoy
- A comprehensive graphics system to guide viewers through the experience
- Integrating and presenting highlighted social media comments into the livestream to help transform viewers into participants
- Real-time polling to add depth, interactivity and context
- End-to-end video transmission services
The Results
Snickers reported eye popping statistics and results:
- 1.5 billion organic impressions
- 5 million livestreams served
- 20 million minutes of branded content consumed