The Objective of the campaign is to establish Snickers as a friendly brand for gamers and grab their attention.

The campaign is based on the insight that gamers often forget about hunger while they are involved in an engaging game. Gamers often stock up food items like chips and bars of chocolate because they spend a lot of time in front of their computer screens. Any typical gamer would know that it is impossible to get up and grab some food in between a heated DOTA game or any other online multiplayer game. The campaign hence aims at increasing the recall value for Snickers amongst gamers. 

The ads would be targeted towards subscribers of gaming communities like IGN, Twitch.tv, Gamefaqs.com, Gamespot etc. 

Interacting or clicking on these ads will take you different games that could be played on Facebook

Embedding snicker ads inside the games itself

The game at first would look like any other game on Facebook but, as you play you realize that the game cannot be beaten no matter what. Like this Tetris game where the bricks would automatically fall as shown, no matter how much you try to control them. It would be a short 30 second level before the brand communicates the message. After the message the normal game would resume. 

Claim extra bonuses and gift hampers by unlocking the embedded Snickers bars in games like Candy Crush and Farmville which have millions of users.