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In a joint inititive between ABTs Beijing and Australian office, the first pre-Olympic Games experiential marketing event for the Snickers brand in China was created.

ABT Creative devised the Snickers Street Olympics tournament (staged in Beijing), which included hybrid sports events such as Basoccer (a mix of basketball and soccer), Streetminton (a combination of badminton and breakdancing) and Snickers Jump Satisfaction (participants jumped over as many Snickers bars as possible to win them). Tickets to the real Olympic Games were offered as prizes for the 10,000-plus attendees.

ABT Beijing won the contract from Effem Foods/Mars Corporation in China to develop a creative campaign to raise Snickers awareness and maximize returns from the Snickers sponsorship status at the Beijing Olympics.

ABT Creatives CEO Peter Grose said:

With this event, Snickers kicked off the competitive brand Olympics. By taking traditional Olympic sports and giving them an urban twist, we grabbed the attention and participation of tens of thousands of 15-25 Beijing males – the key target group for the Snickers brand.

Handling the strategy, creative and logistics, ABT staged the 4,000 square metre, brand experience event within a university precinct of Beijing. The Snickers Street Olympics also featured appearances by local TV, music and sports stars. They drew a vast media presence with over 150 representatives from newspaper and television stations in attendance. All of ABTs innovative concepts from the street games were also featured on the popular local youth TV program Beijing Boy.