Snickers to reward rookie mistakes this NFL season

Snickers
(Snickers launches NFL program)

Today, Snickers, Reel 360’s favorite candy bar and ‘The Official Chocolate Bar Sponsor of the NFL,’ announced a new program to get fans even more excited for football season, playfully dubbed “Snickers Rookie Mistake of the Year.” The program will celebrate the rookie mistakes that fans share during the NFL season, because maybe they just needed a Snickers.

A rookie mistake isn’t an error that occurs due to bad luck, but instead it’s a funny misstep made when you’re off your game. It’s unlikely that a rookie mistake is made twice, especially after having a Snickers. For example, forgetting your phone with a link to your tickets on the charger at home – rookie mistake. Or heading out on a week-long vacation and forgetting to put up your out-of-office – another classic rookie mistake.

From Thursday, to coincide with the start of the NFL season, fans can submit their rookie mistakes on snickersrookiemistakes.com either through video, photo or written submissions. Throughout the NFL season the brand will connect, celebrate and laugh along with fans who share examples of rookie mistakes. At the end of the regular season one rookie mistake will be crowned the ultimate ‘Snickers Rookie Mistake of the Year.’ A panel of NFL player judges will be on hand to choose the top submission, with the winner receiving two tickets to Super Bowl LVI in Los Angeles.

On top of the grand prize of Super Bowl LVI tickets, throughout the season, NFL-themed prizes will be awarded to fans who have shared note-worthy rookie mistakes, including surprise visits or shoutouts from current NFL players and of course, SNICKERS.

“NFL season kickoff is one of the most highly-anticipated moments of the year, and we’re excited to bring better moments to fans as they come together to celebrate the return of America’s favorite game through SNICKERS long-standing partnership with the NFL,” said Sarah Long, Chief Marketing Officer, Mars Wrigley North America. “Rookie Mistakes happen both on and off the field, but we’re here to tell fans that if you made a rookie mistake, the solution is simple, maybe you just need a Snickers.”


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To launch the campaign, the candy brand has teamed up with wide receiver JuJu Smith-Schuster to share examples of rookie mistakes he has made both on-and-off the field.

“We’ve all had our share of rookie mistakes, don’t worry about that,” said Smith-Schuster. “That’s why I’m pumped to be part of this program and to help the SNICKERS brand bring fans together through hilarious rookie mistakes that happen to us all. Plus, there’s some incredible prizes up for grabs!”

To submit a rookie mistake and learn more, fans can head to snickersrookiemistakes.com from Thursday, September 9 or share their rookie mistake on social using #SNICKERSROOKIEMISTAKE. Be sure to follow along on FacebookTwitterInstagram for updates and all the rookie mistake content you need this season.

The Snickers Rookie Mistake of the Year program is part of a new NFL themed campaign developed by our friends at BBDO New York. The campaign, ‘Rookie Mistake? Maybe You Just Need a SNICKERS’ will illustrate that when you’re off your game and make a Rookie Mistake, a satisfying SNICKERS can help sort you out.

The NFL season kicks off this September 9 when the Dallas Cowboys play the Tampa Bay Buccaneers.

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