For the Snickers “You’re Not You When You’re Hungry” campaign, we teamed with Google to reach office workers. People whose online activity is restricted by firewalls. We used Google Adwords to reach them when they made spelling mistakes. Using an algorithm, we found 25 000 misspelled words and bid on terms for them all. So when somebody made a spelling error in a search, an ad appeared saying: “Yu cant spel properlie wen hungrie Grab yourslef a Snikkers”. It cost little to produce and required no seeding. Within three days of launch, the ad was seen by 550 000 people.
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