Snickers is in the game! Artwork displays react to in-game events.

Snickers entered the metaverse with inStreamly and Polish streamers. The new campaign “You’re not you when you’re hungry” naturally fits into the gaming world as gamers often need grounding in moments of total immersion.

The campaign was led by groupM and Mediacom, responsible for the brand’s long-term activations. 

inStreamly x Overwolf – Gameplay Recognition mechanism

The campaign featured an innovative Gameplay Recognition mechanism, which made displaying artwork based on what’s currently happening in the streamed game possible. 

For this campaign, inStreamly created three specific in-game events: 

• Start: the artwork appeared when the streamer was starting a new game, to give them a little boost before the fun begins
• Assist: the artwork appeared when the streamer earned an assist in the game, referencing that Snickers is the perfect support when you’re not you (because you’re hungry, we all know how that goes!)
• End: the artwork appeared at the end of the game, reminding the streamer and their audience about a boost of energy before the next one

The artwork naturally reacted to situations in-game by referencing them directly and by visual elements attracting the viewers’ attention.

Results

Over 170 streamers participated in the campaign. Together with the brand, they reminded the viewers about that energy boost when you’re not feeling like yourself.