Snakebombing / Canada Dry Mott's
Submitted By Rebecca Lyon
To promote “Venom,” a vodka beverage with caffeine from green tea and guarana to Millennials we launched the #SnakeyWakey campaign and encouraged Millennials to rally their friends who are missing out to instead go out and seize the night.
The campaign began with a :30 digital video featuring an unconventional spokesperson draped in snakes. He suggests that if your friends are missing out on good times, the solution might be to wake them up with snakes. Then the spokesperson quite literally wakes up Millennials by throwing snakes at them.
As part of the campaign, we created a unique Google Chrome extension that allows the target audience to prank their friends and “wake” them up with snakes. Once the extension is downloaded, casual internet use is interrupted by a web overlay with unexpected snakes and Venom branding. The extension is triggered during hours that are typically associated with friends going out at night.
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Music & Sound