Snickers is continuing its long-running “You’re Not You When You’re Hungry” campaign, but this year’s campaign extension is supplemented with digital influencer outreach and a UGC contest.
The “You’re Not YouTube” campaign enlisted the help of 13 popular how-to YouTubers from across the world, with a combined 7 million subscribers, to illustrate themselves off their game. In addition to these vlogger videos, Snickers is also running a UGC contest inviting fans to submit their own photos, videos or memes to its contest microsite and then sharing socially with #EatASnickers. The winning submission will be featured as a banner on YouTube’s homepage for 24 hours (oh, and by the way, the winner will receive a check for $50k). By enlisting popular YouTube voices and an interactive contest microsite, Snickers has found another engaging and entertaining way to reach its digital-savvy millennial audience.