Snickers: Hungry-Me Generator

BBDO Proximity Düsseldorf is launching an international, fully integrated activation campaign for Snickers. At its core is the Hungry-Me Generator: The first digital transformation tool that shows in a humorous way how hunger can alter someone's personality. Dusseldorf, 23.04.2013 – It doesn't always have to be ravenous hunger; the feeling of being just a little bit peckish is often enough to transform a nice, easy going person into a irritable diva or even a grumpy drag.

Who are you when you're hungry? The SNICKERS Hungry-Me Generator now offers a humorous answer to that question with the help of a digital transformation tool developed by BBDO Proximity Dusseldorf, available as a smartphone and tablet app and on its own microsite. It is the core of an international brand activation which for the first time invites consumers to take an active part in the successful SNICKERS campaign "You're not yourself when you're hungry" and discover their hungry selves. After its initial launch in Germany, the digital campaign developed and produced in Dusseldorf will now be going online successively in ten other European countries and New Zealand. The tool is fairly straight forward: you just have to take a photo of yourself with a webcam or upload an existing photo and the fun begins. Users can transform themselves immediately into their hungry mirror image. There are five different hunger types to choose from the settings range from irritable, weak, vacant and angry to stupid and can be combined with one another. A total of about 50 different faces can be generated, something that cannot be achieved with the usual, mostly one-dimensional transformation tools.