September 28, 2022

Snickers reward rookie mistakes this NFL season

To further heighten the buzz surrounding football season, Snickers has brought back its “Rookie Mistake of the Year” program to celebrate fans’ biggest mistakes and missteps.

Have you ever “called yourself sick” at a family reunion, only to stupidly post a picture with friends on Instagram? Rookie mistake. This football season, Snickers, the “Official Candy Bar Sponsor of the NFL,” is restoring honor to fans around the world by rewarding their biggest rookie mistakes with prizes and tickets to the Super Bowl, and even recreating stories with NFL stars.

Starting today, fans can submit videos, photos or written examples of their rookie mistakes on the Snickers website or on social media using the hashtag #SNICKERSROOKIEMISTAKE. The most hilarious and relevant submissions will be highlighted throughout the NFL regular season, giving fans a chance to be featured on all Snickers platforms, and will also be rewarded with autographed merchandise and cards. – gifts. At the end of the season, a panel of NFL experts will deliberate and select a “Snickers Rookie Mistake of the Year”, with the winner receiving two tickets to Super Bowl LVII in Arizona, plus the opportunity to celebrate. on the field after the game. .

“The Snickers ‘Rookie Mistake of the Year’ program is back…to once again reward fans who let us know about their rookie mistakes,” said Michelle Deignan, senior marketing manager at Mars Wrigley. “As the ‘Official Candy Bar Sponsor of the NFL’, Snickers continues to emerge as the satisfying solution to ensuring rookie mistakes are not repeated twice, while amplifying sports experiences for fans. all season.”

Around the world, Snickers bars also have new packaging with codes. Later in the season, these codes will connect consumers to an augmented reality (AR) experience featuring Buffalo Bills catcher Stefon Diggs and a “magic football” that acts like a Magic 8 Ball, where fans can pose a question to Diggs or submit a rookie error on their part.

Diggs, along with fellow NFL stars Justin Jefferson and Najee Harris, will also recreate fan-submitted rookie mistakes in a series of videos. The series debut, which goes live today, shows Diggs recreating the story of a fan who left a game early to beat traffic, but missed a team’s epic comeback in the fourth quarter . “Last year’s entries were hilarious, but I know fans got more than they took in,” Diggs said in a statement.

The content of the campaign will be distributed exclusively online on social networks. Creative and strategic support came from BBDO NY, Weber Shandwick, Mediacom, The Hive, MKTG and The Mars Agency.

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