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 alone. Recognising that esports is huge across the country, gaming is already an important part of SNICKERS’ presence in Brazil – making it a natural space for the brand to deepen that relationship.

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

Rather than offering a generic prize or discount, SNICKERS could reward consumers with something directly connected to a mobile game they already play and value.

Why TLC

SNICKERS needed a partner that could bridge the gap between a physical FMCG 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 brought 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 behind it.

TLC managed the journey from purchase registration through to reward fulfilment, 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 códiguin and redeeming their reward in-game.

The reward structure also encouraged continued participation. Consumers’ 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.