Ever heard of Fleets? It was Twitter’s real-time video-sharing platform (a-la Instagram Stories, SnapChat etc.), and it went defunct on August 3rd. While most brands clamor to be the first on any new social platform, SNICKERS comedically became the last brand to ever use Fleets, just before it went extinct.
August 3rd also happens to be “Grab Some Nuts” Day. To celebrate, SNICKERS began running a series of Fleets on Monday (August 2nd) promoting a sweepstakes to win boxes of free SNICKERS that would launch the following afternoon. The only issue? Fleets was deactivated a moment after the final Fleet was posted and the sweepstakes never actually went live…
Why would SNICKERS try to launch a campaign on a social platform that’s about to die? Their Social Media Manager was hungry and missed the memo.
SNICKERS quickly made up for the snafu tweeting the promo instead and offering the free boxes to 20 followers who reply in the comments.
Digital advertisement created by BBDO, United States for Snickers, within the category: Confectionery, Snacks.
Chief Creative Officer, BBDO Worldwide: David Lubars
Executive Creative Director: Peter Kain
Executive Creative Director: Gianfranco Arena
Associate Creative Director: Kristin Clark
Associate Creative Director: Matthew Low
Junior Art Director: Meredith Welborn
Junior Copywriter: Sabrina Rivera
EVP, Global Business Leader, Mars: Susannah Keller
EVP, Senior Director: Lisa Piliguian
VP, Account Director: Lindsey Mawhee
Head of Social Media & Digital Content Studio for Mars Wrigley: Mike Italia
Social Media Strategist: Alexis Cettina