SNICKERS: GAMIFICATION BOOSTS SALES FOR GEN Z

The Challenge

SNICKERS wanted to drive sales in Brazil while building stronger engagement with Gen Z.

For this audience, brand connection is increasingly built through cultural alignment and experiences, rather than traditional offers on their own. Given the prevalence of esports in Brazil, gaming is already an important part of SNICKERS’ presence in the country – making it a natural space for the brand to deepen relationships with consumers.

The challenge was to create a promotion that could influence purchases while giving consumers a reason to engage with SNICKERS beyond the product itself.

Instead of offering a generic prize or discount, SNICKERS needed to give consumers something directly connected to a game they already play and value.

Why TLC

SNICKERS needed a partner that could bridge the gap between a physical CPG promotion and a digital gaming experience, without it feeling disconnected from the esports culture its audience already engaged with.

As a global loyalty specialist with a track record of successful experiential campaigns across international markets, TLC had the experience needed to deliver the promotion from start to finish.

From the outset, TLC focused on creating a purchase-to-reward journey that was simple for a young, mobile-first audience while providing the technical infrastructure needed to connect the promotion with Free Fire.

The TLC Approach

While the consumer proposition was straightforward, delivering the campaign at scale required the right promotional and digital infrastructure. TLC managed the entire journey from purchase registration to reward fulfillment, connecting SNICKERS purchases with exclusive digital rewards inside Free Fire.

To activate the campaign and bring the experience together, TLC worked alongside esports giant LOUD, ensuring consumers could move smoothly from registering their purchase to receiving their codes and redeeming their in-game rewards.

The reward structure also encouraged continued participation: a consumer’s first eligible purchase unlocked the exclusive SNICKERS skin, while further purchases gave them access to additional Free Fire items.

By linking a real purchase to rewards that had genuine value within the game, the campaign gave consumers a reason to keep engaging with SNICKERS.