Get Some Nuts

The object of the campaign was to excite young men (16-24) about the return of Snickers and Mr. T after a successful campaign in 2007 which saw fans raving about AMV BBDO's 'Get Some Nuts' on social networking sites - without any media push.

To refresh the campaign, Mediacom realised it needed to give fans more ways and places to interact with the brand. The online strategy was to Use broadcast sites to gain reach Vs the male audience and supplement this with social networking activity to add depth to the campaign whilst also capitalising on the fact that GSN is fronted by a great personality.

Skive was commissioned by AMV BBDO to create a portable, engaging piece of content: a game in the form of a snaggable widget, to encourage sharing amongst friends, which would sit off-site and be placed on the portals where the target audience already lived.

The widget consisted of two parts: a game, in which the user played Mr T driving down the street and firing Snickers at wimpy men gardening, self-tanning and walking their small dogs in order to 'Get Some Nuts'; and an application allowing users to add a photo and 'Get T'Look'.

Skive was responsible for building the game, played in a 300x250 environment.

The game was played from an over-the-gold-chained-shoulder perspective, with Mr T driving down residential roads, urban parks and city streets, shouting catch phrases like "Quit Yo Jibba Jabba!" and "“Meet My Friend Pain" to men in dire need of some nuts, while avoiding innocent grannies and the like.

After completion skive had to integrate the game into the ClearSpring platform so it could be served across formats.

Using a portable media ‘widget’ — now quite a common strategy — was a first for the UK market, although a lack of familiarity with the format potentially limited adoption.

There were 3 main distribution channels: ad-serving on sites such as MTV.com, Maxim, Yahoo and Sky; Viral, through social networks like Bebo and Facebook, email and blogs; and widget and application galleries such as iGoogle.

Widget interaction rates well exceed average interaction rates for rich media units (2.008% Vs 0.1%).

User engagement (interaction) within the widget was high (i.e. 44% interaction rate for maxim.co.uk widget). At least 90% of users who clicked to play the game, completed Level 1 (60% completed Level 2 and 40% completed Level 3).

Facebook was the primary destination for widget placements (over 50% of all widgets).