Background: Remember when Jeremy Clarkson, the infamous (former) host of popular TV show Top Gear, was suspended from the BBC following a ‘fracas’ with a producer? It was soon revealed that the incident occurred after a hungry Clarkson was denied a hot meal after a long day of filming.
Idea: We moved swiftly to tweet Jeremy Clarkson with a picture of a Snickers box, addressed to him with the brand end line ‘You’re Not You When You’re Hungry’.
Results:
Idea: We moved swiftly to tweet Jeremy Clarkson with a picture of a Snickers box, addressed to him with the brand end line ‘You’re Not You When You’re Hungry’.
Results:
For the cost of a box of Snickers, the activity generated 5,000 retweets and 390,000 media impressions.
Clarkson also tweeted the box to his 4.67m followers (before deleting) with ‘Thanks for the support everyone’.
Snickers UK Twitter page had a 92% uplift in profile visits.
Snickers had a 335% uplift in mentions on Twitter.
Picked up by numerous publications, including Buzzfeed, The Lad Bible and The Drum,
Clarkson also tweeted the box to his 4.67m followers (before deleting) with ‘Thanks for the support everyone’.
Snickers UK Twitter page had a 92% uplift in profile visits.
Snickers had a 335% uplift in mentions on Twitter.
Picked up by numerous publications, including Buzzfeed, The Lad Bible and The Drum,
Earned media examples:
