MARS - TRANSFER DEADLINE DAY

Snickers launched their FA Partnership by becoming more relevant to fanatical football supporters, focussing on an untapped cultural moment in the football calendar: Transfer Deadline Day.

Working with a network of highly credible football vloggers we created a fictional player, Rick Barness, and seeded a unique rumour that spread so successfully it trended on Twitter.

The subversive campaign was seen over 40m times online, with 80% of people talking about it positively.