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Brand Experience Agency ABT Enjoys Sweet Success with Snickers in China - The Beijing office of Australasia's leading brand experience agency - ABT - has just completed a huge experiential marketing event for the Snickers brand in China
Brand Experience Agency ABT Enjoys Sweet Success with Snickers in China

 

NewswireToday - /newswire/ - Melbourne, Victoria, Australia, 2008/05/22 - The Beijing office of Australasia's leading brand experience agency - ABT - has just completed a huge experiential marketing event for the Snickers brand in China.

   
 
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The Beijing office of ABT has completed its first pre-Olympic Games experiential marketing event for the Snickers brand in China.

ABT 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 break dancing) and ‘Snickers Jump Satisfaction’ (participants jumped over as many Snickers bars as possible to win them). Tickets to the real Olympic Games were up for grabs as prizes.

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.

From his offices in Beijing, ABT CEO Peter Grose said: “With ABT's brand experience, Snickers has kicked off the competitive brand Olympics. By taking traditional Olympic sports and giving them an urban twist, we’ve 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 ABT’s innovative concepts from the street games were also featured on the popular local youth TV program ‘Beijing Boy’.

About ABT

ABT (abt.com.au) is Australasia's leading 'go to whoa' brand experience agency with almost 40 years experience and 85-plus staff in Sydney, Melbourne and Beijing. ABT brings brands to life via creative communications, branded environments, live events and interactive experiences which engage and inspire consumer, employee, stakeholder and business partner audiences.

 
 
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Brand Experience Agency ABT Enjoys Sweet Success with Snickers in China

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Publisher Contact: Claire Kowarsky - ABT.com.au 
+61(4) 1030 0021 claire.kowarsky[.]abt.com.au
 
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