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YNYWYH Twitter Campaign

Award: Yellow Pencil

Yellow Pencil / Integrated & Earned Media / Earned Media Campaigns / 2013

For the UK launch of Snickers’ global campaign, You’re Not You When You’re Hungry, we used Twitter. We asked five celebrities to post a series of out- of character tweets. As we’d hoped, this produced widespread confusion, with numerous replies and retweets. Each celebrity then tweeted a picture of themselves eating a Snickers, together with the campaign line. In all, just 25 tweets were posted, but the campaign received significant coverage online, in newspapers, on radio and TV – and was even mentioned during a debate in the House of Commons.

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