SNACK DOWN
SNACK DOWN
menulog · snack down
THE CAMPAIGN THAT OWNED THE ORIGIN CONVERSATION.
HERO transformed Menulog ads into a real-time sledging platform during State of Origin, recruiting NRL legends and fans to fuel the rivalry. The campaign responded to the action as it happened, turning Australia's biggest football series into a live social conversation.
For this epic campaign, winner of the Mumbrella Media Campaign of the Year, HERO recruited the NRL’s most famous trash talkers, to deliver a host of text sledges during The State of Origin. The State of Origin is the biggest TV event of the year, but Menulog’s rival owned the sponsorship rights - completely shutting Menulog out. So we turned our Menulog ads into a smackdown delivery system that helped NRL legends and the public trash talk their interstate mates live and unfiltered. Across the three game series Wendell Sailor and Andrew Johns starred in 36 unique ads that responded blow by blow in real time. Resulting in us owning the online conversation and buzz even though it was our competitor’s logo painted on the field. The contextual films went to air moments after being written, across TV, social, digital and PR. While on Twitter the #OriginSnackdown gave Aussies the chance to have their own sledges air during Australia’s largest sporting event.
The Results
36
Across the three-game series, the campaign delivered 36 unique ads that responded to the action in real time.
20
In a first-ever innovation with Channel 9, Menulog created 20 contextual TV commercials reacting live to gameplay and rivalry moments.
media campaign of the year
Snackdown was awarded Mumbrella Campaign of the Year for its real-time integration and engagement.
3 GAMES
The campaign maintained live, reactive content across every game of the State of Origin series.