Digital & Social
Snickers

‘Suit Swag’ satisfies hungry social audiences

Tailor-made stunt helps Snickers “win the internet”

Hunger can throw you off your game on the court and off the court, too. That was the idea behind a playful social media stunt for SNICKERS® that saw former Raptors guard Delon Wright walk the tunnel in an oversized suit from the 2003 NBA Draft, a beloved meme that’s still popular on social media today.  

To sell the set-up, we reached out to popular basketball media personalities (traditional media and influencers) to support the campaign by posting pre-game pics of Delon in his extremely ill-fitting suit.  Teammates, sportscasters and influencers reacted immediately to the out-of-character fashion choice, creating a fun social media firestorm. With interest at a fever pitch, we then posted a pre-recorded video of Delon in normal clothes, revealing that the giant suit was a “hunger mistake” and that after having a SNICKERS® bar he was back to his normal self again.

Throughout the stunt, FHR actively monitored and engaged in social media conversations using the finely-honed voice of the SNICKERS® brand to help further amplify the conversation. The social media campaign led to 12.4M social impressions and 302.6K organic video views, and received mentions from notable accounts like TSN, Sportsnet, CBC Sports and Blog T.O. Influencers generated an additional 74.9K impressions and 1.8K engagements. The conversation online gained so much attention that it was trending as a National Moment on Twitter.  

Tailor-made stunt helps Snickers “win the internet”

Hunger can throw you off your game on the court and off the court, too. That was the idea behind a playful social media stunt for SNICKERS® that saw former Raptors guard Delon Wright walk the tunnel in an oversized suit from the 2003 NBA Draft, a beloved meme that’s still popular on social media today.  

To sell the set-up, we reached out to popular basketball media personalities (traditional media and influencers) to support the campaign by posting pre-game pics of Delon in his extremely ill-fitting suit.  Teammates, sportscasters and influencers reacted immediately to the out-of-character fashion choice, creating a fun social media firestorm. With interest at a fever pitch, we then posted a pre-recorded video of Delon in normal clothes, revealing that the giant suit was a “hunger mistake” and that after having a SNICKERS® bar he was back to his normal self again.

Throughout the stunt, FHR actively monitored and engaged in social media conversations using the finely-honed voice of the SNICKERS® brand to help further amplify the conversation. The social media campaign led to 12.4M social impressions and 302.6K organic video views, and received mentions from notable accounts like TSN, Sportsnet, CBC Sports and Blog T.O. Influencers generated an additional 74.9K impressions and 1.8K engagements. The conversation online gained so much attention that it was trending as a National Moment on Twitter.  

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