A Personalized SNICKERS Football Experience Activated Across Iraq
MAIN Agency partnered with SNICKERS to activate “Stay on Top and Win with Al-Shawali”, an interactive retail campaign that combined football culture, personalized digital content and in-store consumer engagement.
The campaign invited consumers to scan a QR code on participating SNICKERS products. After entering a few simple personal details, each participant received a creative, personalized commentary experience featuring renowned Arabic football commentator Issam Al-Shawali, incorporating their name and submitted information.
Instead of offering a conventional promotion, the campaign gave consumers the feeling of becoming the star of their own football moment.
Campaign Overview
- Client: SNICKERS
- Campaign: Stay on Top and Win with Al-Shawali
- Market: Iraq
- Campaign Type: Retail Activation and Personalized QR Experience
- Promoters: 48
- Pieces Sold: 7,000+
- QR Code Scans: 10,000+
The Challenge
SNICKERS needed to stand out in a highly competitive FMCG retail environment and create an experience capable of attracting football fans beyond a standard prize-based promotion.
The activation needed to connect the physical product with a memorable digital reward, while remaining simple enough for consumers to access directly from their smartphones.
The Creative Idea
Football commentary can transform an ordinary moment into something unforgettable. The campaign used that emotional connection to make each participant feel like the hero of a major match.
Consumers entered their name and a few simple details after scanning the QR code. These details were then incorporated into a personalized and creative commentary experience featuring Issam Al-Shawali.
By placing the consumer’s name at the centre of the experience, the campaign created content that felt personal, entertaining and highly shareable.
The Consumer Journey
The activation followed a simple journey:
- Purchase a participating SNICKERS product.
- Scan the QR code using a smartphone.
- Enter a name and a few personal details.
- Receive a personalized creative commentary experience featuring Issam Al-Shawali.
- Participate in the campaign’s winning opportunity.
This connected the product, the retail environment and the digital experience through one clear call to action.
MAIN Agency’s Role
MAIN Agency supported the campaign’s execution across Iraq through:
- Retail activation planning
- Promotion team recruitment and training
- Deployment of 48 promoters
- In-store consumer engagement
- Branded display execution
- QR participation guidance
- Field supervision
- Sales and engagement reporting
Campaign Results
The campaign generated:
- 48 trained promoters
- More than 7,000 SNICKERS pieces sold
- More than 10,000 QR code scans
The results demonstrated the strength of combining a popular FMCG product with football culture, recognizable talent and personalized digital engagement.
The Outcome
“Stay on Top and Win with Al-Shawali” transformed a SNICKERS purchase into a personalized entertainment experience.
Rather than asking consumers only to scan a code and enter a competition, the campaign rewarded participation with creative content built around their own names and information.
Through strong retail visibility, professional promotion teams and a culturally relevant digital idea, MAIN Agency helped deliver a campaign that connected SNICKERS with football audiences across Iraq.
Looking for an FMCG Activation Agency in Iraq?
MAIN Agency helps local and international FMCG brands execute retail activations, promotion campaigns and interactive consumer experiences across Iraq.
From strategy and promoter deployment to QR activations, field supervision and measurable reporting, we connect brands with Iraqi consumers online and at the point of sale.
Planning a retail activation in Iraq? Partner with MAIN Agency.
