As part of a common goal to engage youth in the online field, Snickers® and Impact Proximity have launched the region’s first online Fantasy Football programme at www.me.snickers.com.
The concept, an extremely popular game in the West, has been phenomenally successful in the Middle East since its launch in May. Despite the best predictions of all Proximity pundits, demand outstripped the wildest expectations with the game being fully subscribed in less than three days! The game allows users to create their own ‘fantasy’ football teams and go head-to-head against their peers to see who is the best football manager, strategist, and tactician.
According to Tarek Abdallah, Category Development Manager at Masterfoods Middle East,
“Snickers® has been strongly associated with football for over 10 years in the GCC through grassroots football tournaments, football-related media activity, sponsorships and consumer promotions. Online Fantasy Football is a new and exciting contact-point for Snickers®. Apart from the novelty and uniqueness of the concept in the Middle East, what’s special about Snickers® Fantasy Football is that it gives our consumers a chance to test their skill and passion for the game online in a fun and interactive way.”
Kieran O’Sullivan, Impact Proximity’s Digital Director, commented “Engaging with youth is key to winning their loyalty and building your brand online. Oversubscription of the game has further proved that youth in the Middle East are hungry for online content and activity.”
Impact Proximity is the region’s leading digital agency with over five years of youth e-marketing in the Middle East, and holds numerous awards for creativity and effectiveness, both regionally and internationally.
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