• Ad Age, Friday, December 23, 2005 12:47 PM

Masterfoods is using guerilla marketing tactics to energize the image of its Snickers brand among the 16- to 29-year-old market in Germany. The strategy called for the effort to be centered in an event--a competition dubbed "Snickers Wildkartrs" that offered participants an opportunity to race karts under the Reichstag in Berlin. The campaign was handled by MediaCom and included guerrilla activity emphasizing the underground nature of the contest. These included promotional teams climbing out of manhole covers to distribute information while billboards were altered so that it looked as if they were rising out of the ground. In areas dense with young adults, promotional teams stuck Post-It notes on postboxes and doors. The tactics apparently worked. Almost 10,000 people attended the event and more than 50 percent of them came as a result of word of mouth. Traffic on the Snickers site increased by 50 percent and more than 42,000 people registered for the 470 racing places.

Read the whole story at Ad Age »