For once, human error has worked to someone’s advantage—or at least Snickers’.
As part of the candy maker’s “You’re not you when you’re hungry” campaign, the brand turned to Google and a quirky innovation.
Snickers worked with the SEO giant to identify the top 500 most commonly misspelled words that people enter into the search engine. After the two companies came up with an algorithm for common misspellings of those words (25,000+), Snickers then bought online ads based around those misspelled search terms.
When people misspelled any of those words while using Google, they were presented with an ad reminding them that “yu cant spel properlie wen hungrie,” so “Grab yourself a Snikkers.”
According to BBDO, half a million people
saw the campaign. (I saw it, and I remember thinking that some poor SEO copywriter was going to lose his job.)
For more on how the campaign worked, check out this video: