SNICKERS’ New AR Experience Is No ‘Rookie Mistake’

NFL star Stefon Diggs helps give consumers a unique way to experience the iconic brand’s new campaign

An innovative augmented reality experience is adding more “life” to this season’s “SNICKERS® Rookie Mistake of the Year” campaign, which the iconic Mars candy brand launched last month to activate its status as Official Chocolate Bar Sponsor of the NFL.

Created by The Mars Agency using technology from Blippar, the AR experience adds a new element to year two of the campaign, which lets fans submit a football-related “rookie mistake” (like forgetting your tickets or leaving the game too early) throughout the season for a chance to win various prizes. At the end of the regular season, a judging panel of NFL players will select one entry as the ultimate “SNICKERS Rookie Mistake of the Year,” with the winner receiving two tickets to Super Bowl LVII in Arizona.

The Internet-based AR experience invites fans to submit a question to NFL wide receiver Stefon Diggs, whose disembodied head provides an answer after users shake their mobile device. Diggs encourages users to enter their award-worthy mistakes into the sweeps, which can be accessed directly from the experience.

Consumers connect to the experience by scanning QR codes found on special SNICKERS packaging or clicking on mobile-centric ads and other marketing assets. Visitors to the campaign website ( are also invited to visit the experience.

The Mars Agency has been working with Mars to leverage AR experiences as a go-to platform for effective consumer engagement. Earlier this year, the partners developed unique AR experiences that enhanced omnichannel programs for both the M&M’S® and SKITTLES® brands.

About The Mars Agency
The Mars Agency is an award-winning, independently owned, global commerce marketing practice. With talent around the world, we connect people, technology, and intelligence to create demand and drive profitable, sustainable growth.