Snickers teams up with Google in brilliant misspelled search terms stunt
By Jade Mansell on Wednesday, May 8, 2013
Snickers has teamed up with Google in a brilliantly creative SEM stunt to cash in on the most commonly misspelled search terms on Google.
Backed by the notion that hungry workers can’t function properly, Snickers identified the top 500 most misspelled words, then bought 25,000 adverts based around those search terms.
When one of these misspelled searches is typed into Google, a tailored ad appears asking the user to “Grab yourself a Snikkers,” because “Yu cant spel properlie wen hungrie”, as well as directing users to youcantspellwhenyourehungry.com:
The ‘Snikkers Googel’ concept ties in nicely with the brand’s ‘You’re not you when you’re hungry’ campaign, and according to the agency behind it, AMV BBDO, it reached 500,000 people in three days of launch. This is believable given that often even people who can spell generally rely on the search engine to correct the terms for them.
This sort of idea adds further weight to the notion that PR is evolving at a faster rate than ever before, and innovative SEM driven campaigns such as this are going to become ever more relevant and significant to the industry.
Find out more about how Snikkers Googel works: