In August, T&P introduced Snickers as the answer to troll behaviour at football games. Now that we know how to fix football hanger, Snickers is feeding the trolls during Australia’s great week of football, the AFL and NRL grand finals.

The campaign by One Mars & T&P unites Mars’ agency partners across earned media, creative, social, paid and partnerships, in a coordinated effort to engage fans exactly where sporting conversations are happening.

Online gaming and streaming were identified as one culturally relevant community, where hanger can play out in real time. So SNICKERS has partnered with Twitch to bring Feed The Trolls to the gaming community.

The T&P idea builds on top of Twitch’s moderation technology to intercept and de-escalate “hangry” trolls before their comments reach the chat. Through a special SNICKERS Twitch extension, “hangry” comments are identified before they’re posted, with users prompted to “grab a Snickers” and reconsider their troll-like behaviour. Once they’ve had time to cool off or rewrite their comment, they can re-enter the chat. By using Twitch technology to intervene before negative behaviour happens, SNICKERS is able deliver the You’re Not You When You’re Hungry platform message in real, contextual moments to hungry gaming fans. The extension will feature on live streams from Twitch creators Nalopia and Midbeast.

Publicis Groupe OneMars prioritised connecting with hungry, passionate fans at scale via paid activity across sport and gaming channels. Gaming channels built brand equity across the gaming community on Twitch, while extending presence across the broader Amazon network to create a fully broad campaign.

Thecampaign is built on new consumer research commissioned by SNICKERS, revealing the role hunger plays in shaping fan behaviour and fuelling game-day overreactions. The findings show almost nine in ten Australians (87%) say hunger affects their mood or behaviour in some way, with becoming irritable or impatient (47%), overreacting to something minor (28%) and making impulsive decisions (25%) among the most common responses.

The research also found that nearly three in five sports fans (58%) have become more emotional while watching sport because they were hungry, highlighting the opportunity for SNICKERS to engage audiences through a culturally relevant expression of its iconic You’re Not You When You’re Hungry platform.

Bianca Werkmeister, bars portfolio marketing director, Mars Snacking ANZ, stated, “Feed The Trolls takes one of SNICKERS’ most recognised brand truths and reinterprets it for modern sports and gaming culture. By activating our One Mars interagency ecosystem, we’re able to bring together creative, earned, social and paid media under a single idea, allowing us to strategically show up in the moments where fans are most engaged, and where hunger-fuelled reactions are most likely to play out.”

Credits
PR & Strategic Communications: Weber Shandwick Australia
Production, Paid Media Agency: Publicis Groupe OneMars
Account Director: Tyler Owen
Group Planning Director: Jasmin Christie
Account Manager: Julia Hlyna
Account Executive: Claudia Bell

Creative Agency: T&P
Senior Art Director: Tom Fitzgerald
Senior Copywriter: Ryland Summers
Creative: Isaac Knight
Group Account Director: Emma Zeitlyn
Senior Account Director: Lauren Sotelo
Strategy Director: Cally Archibald
Media Partner: Amazon Ads Sales
Senior Group Sales Manager: Leah Beard
Account Manager: Will Robinson
Senior Sales Lead, Twitch AU: Laurence Bond
Campaign Partner: Twitch Brand Partnership Studio
Creative Director, ANZ: Chris Ott
Senior Creative Producer: Jyles Lulham
Creative Production Lead, APAC: Matt Boughen
Influencer Relations Manager, APAC: Al Currie
Program Activation Lead: Kimberly Loo
Brand Partnership Studio Lead: Gemma Battenbough
Research Partner: Lonergan Research

Keep an eye on SNICKERS social channels to get involved.