Snickers went straight to consumers, via social, for a program that went head-to-head with Raptors’ “Haters.” Working with BBDO, and as part of Snickers’ partnership with the basketball team, the brand used its “You’re not you when you’re hungry” platform to call out fans who were questioning the Raptors when they made the playoffs.

With Twitter as the epicentre for basketball commentary, the brand used the platform to find Raptor fans who were doubting the team’s ability to win in the post-season. It then responded to the “hate” by turning naysayers’ tweets into personalized Snickers “Hater” bars and attaching pictures of them to the negative tweets. Those same bars were then sent to the haters so they could literally eat their words.

In one week, the Silver Targeting campaign tracked 3.9 million impressions. And not only did it rally support for the Raptors, it also reminded Canadians to eat Snickers (and not be a bunch of haters when they’re hungry).