As part of its "You're Not You When You're Hungry" campaign, the candy brand set up engaging challenges in a game known as the "Hunger Bunker," which will help fans determine their hunger profile while promoting new flavors

Chocolate brand Snickers is promoting its new flavors launch with an escape-the-room style pop-up in NYC on June 19. Fans will have to face challenges in a bunker-inspired room, all centering around one question: “Which intense flavor will you need to survive intense hunger?” By the end, players will receive a diagnosis, determining which of the three new flavors—Espresso, Fiery or Salty & Sweet—they need to ward off intense hunger.

The brand activation is part of Snickers’  ongoing campaign “You’re Not You When You’re Hungry,” where each flavor represents a particular side effect of hunger: Espresso is for the irritable, Fiery for the wimpy and Salty & Sweet for the indecisive.

Using a dynamic brand experience like this escape-room game could help Snickers increase its social media traction, as fans post original content that serves double duty as an advertisement. The pop-up is also taking advantage of the current popularity of this type of game among millennials. To attend the pop-up “Hunger Bunker” event, visitors must reserve in advance.

Snickers


Featured image: escape room concept stock photo from Viacheslav Nikolaenko/Shutterstock

Chocolate brand Snickers is promoting its new flavors launch with an escape-the-room style pop-up in NYC on June 19. Fans will have to face challenges in a bunker-inspired room, all centering around one question: “Which intense flavor will you need to survive intense hunger?” By the end, players will receive a diagnosis, determining which of the three new flavors—Espresso, Fiery or Salty & Sweet—they need to ward off intense hunger.

The brand activation is part of Snickers’  ongoing campaign “You’re Not You When You’re Hungry,” where each flavor represents a particular side effect of hunger: Espresso is for the irritable, Fiery for the wimpy and Salty & Sweet for the indecisive.