Created by BBDO New York, the live commercial, set to be performed and broadcast during the third quarter of Super Bowl LI, will star Adam Driver and is part of a fully integrated 360 campaign to reinforce the brand’s connection to hunger satisfaction.
Before broadcasting its live Super Bowl ad during the first commercial break of the third quarter this Sunday, SNICKERS® Brand is unwrapping a taste of the action with its ’36-hour live stream celebrating a 30-second live Super Bowl commercial’. The broadcast begins Thursday, February 2, 2017, at 12:00 PM ET.
Over the course of 36 consecutive hours, fans will be treated to a variety of content as well as celebrity appearances streamed live from the wild-west themed set of the live Super Bowl LI ad. Fans can tune in at SNICKERSLive.com.
Celebrities that will feature include; Hollywood legend and star of SNICKERS® Super Bowl XLIV commercial Betty White, YouTube celebrity make-up artist Kandee Johnson, WWE Superstars The Miz and Maryse as well as NFL stud AJ Green and star of the show Adam Driver.
— SNICKERS® (@SNICKERS) January 30, 2017
Other programming will be announced on SNICKERSLIVE.com and SNICKERS® social pages in advance, as well as teased during the actual live stream. The live stream was conceived by BBDO New York, and is being produced in partnership with Facebook Creative Shop.
“The live stream is the cornerstone of our strategy to leverage our live Super Bowl ad and support it with more than 30 hours of original live streamed content,” said Allison Miazga-Bedrick, SNICKERS® Brand Director. “We believe we’ll both delight our fans and reach new consumers by partnering with a wide range of influencers and celebrities on a new platform in a unique way.
It seems live video is becoming more and more prominent in brand advertising, recently Wix unveiled there Super Bowl campaign over Youtube and Facebook live. The challenge for Snickers will be how to create engaging content over such an extended period. Previously the trend had been about condensing content, 6 seconds with vine, 10 seconds on snapchat and Instagram started with 15 seconds.
Now that companies like Facebook are starting to incorporate ads into live video the problem of how to monetise the platform is being tackled, however reversing the flow of traffic and producing extended content that is still engaging, original and creative will be the challenge of 2017.
Deputy Editor & Social Media Specialist