Digital films to be featured on Web site.
Beginning June 5, Snickers will court the teen market with a new online destination (InstantDef.com) and help from the Black Eyed Peas.
Snickers has created a series of digital films spotlighting BEP members will.i.am, Fergie, Taboo and apl.de.ap for the Web site. The digi-sodes have futuristic story lines and comic-book-styled graphics, with the BEP members playing Snickers factory workers by day and defenders of old-school hop-hop by night, according to a press release.
BBDO New York executive creative director Jimmy Smith created the concept with Form TV's Jesse Dylan and will.i.am. The latter also created the campaign's theme song and mixed the music for all the digi-sodes.
On the June 5 launch date, five webi-sodes will debut. These will be followed by four consecutive webi-sodes delivered at three-week intervals. The final webi-sode arrives mid-August. A 30-second trailer ran in movie theaters in the top 10 markets over the May 26 weekend. In June and July, the trailer will be shown nationwide in FootLocker, FootAction, Champs and other retailers.
Snickers senior marketing manager Vic Walia acknowledges that the brand needed to be where teens spend much time. "But we also know that teens are very savvy consumers so we made a conscious decision to tone down our branding in an effort [to] build credibility with the online community."
Why the BEP to represent the Instant Def heroes? Walia says the Peas share key characteristics with today's young influencers and the Snickers brand: "They are setting trends and breaking away from the clutter in the industry to really stand out amongst their peers."