Possible symptoms include a failure to complete tasks, crazy talk, shortsightedness and humorlessness. My first suspicion that eating or even simple exposure to Snickers may result in diminished mental facilities was when I began to spot outdoor ads with baffling words on them. The ads looked like Snickers wrappers, but instead of the word "Snickers" there are words like Satisfectellent, Nougatocity, Hungerectomy, Substantialicious and Peanutopolis.
Last week I created two posts about this campaign. In the post I talked about the made-up word approach that these ads employed, but refrained from expressing that I thought the campaign was weak. It's not a new idea. Rave culture produced playful, subverted versions of corporate logos, keeping the visual elements intact and replacing the corporate name with the word TECHNO. Subvertisers have done the same thing with corporate logos to express their politics. On the word front, Steven Colbert and Rich Hall are both masters of the made-up word. The examples in this campaign fall a bit short of the word wizardry of these two men.
Last Sunday evening I noticed something interesting. About a third of the visits to my blog were from people Googling words in this campaign. (Now, let me clarify. That is saying very, very little. Probably less. I started this particular blog on Memorial Day and have done nothing to promote it.) That said, given all the things I have posted about I couldn't believe that this was my biggest pull so far. Did other people think this was clever?
I decided to Google the word Satisfectellent for myself and take a look at the search results. 2 results were returned, both blogs, one being mine. The agency that does Snicker's advertising has not bothered to purchase the made-up words in this campaign as Google Adwords and have them point to the Snickers web site. (Instead, consumers get a link to a blog with a post about the shortsightedness of their campaign.) I was absolutely astonished. Why would they not have these words direct consumers to the Snicker's site and engage them is some extension of the campaign? Its a word-based cammpaign! Better yet, why wouldn't a Google search for the word Satisfectellent point to Satisfectellent.com and engage consumers in an extension of this campaign. The easy answer is that they never purchased the domain name for Satisfectellent. The domain names for all of the words I listed from this campaign are still available! GO GET EM! What does it cost to buy a domain name these days? So little that there is no excuse for not doing it.
I am truly dumbstruck that given all the talk about 360 degree marketing, integrated campaigns and non-traditional ideas that an agency would launch a campaign like this and not give it some legs. Even the humble flagellum gets a whip-like tail to get around with. This baby was sent out into the cold, cold world with nothing.
Had some of the neologisms in this campaign been more humorous and done a better job at dimensionalizing the experience of eating a Snickers, there are some fun things that could have been done. The best part of Rich Hall's Sniglets was the way they set you up for the payoff delivered by the definition. (Example: Aeroma (ayr oh' ma) - n. The odor emanating from an exercise room after an aerobics workout.) There's an idea for a simple page for each of the words. Or, it could have been opened up to participation. Allow users to craft words. Maybe there's a contest. Winners could receive Snickers bars with the neologism they created printed on the labels. That's enough. They didn't bother, why should I?
Another made up word from Snickers: Nougatocity