Snickers searches for new ad angle, online

November 3 2009, 9:24am

Snickers is making use of Poptent, a vibrant community  of filmmakers looking to get connected and paid for their talent. The candy bar brand has posted an assignment summary open to an online pool of creatives in order to crowd source a new video advertisement. The chocolate bar company is opening its campaign, Tell the Snickers Story to the imagination of community members and is hoping to get something completely different then its usual campaigns. The summary suggests that the brand would be accepting of either a traditional commercial or a pass-along viral video as long as it’s original, authentic and entertaining. While the contest is looking for something completely fresh, they would like the peanut, chocolate, caramel and nougat filled bar to star in the video. Therefore Snickers has provided its logo, font and brand guidelines for those who login and accept the assignment. Snickers has also suggested that the 30 second videos should target the general demographic of males aged 18-34, as it has a “long and celebrated history as the ‘go-to-bar’ for satisfying hunger.” The grand prize winner of the Tell the Snickers Story user-generated video contest could earn up to $5000 for each video that is purchased or one of the $2000 in guaranteed awards. Perhaps most interesting and most engaging to the Poptent community is the Town Hall discussion that accompanies the assignment summary. For inspiration, answers to questions or simply to find out more those who are registered as a Poptent member can join the discussion online.