Snickers bringing back 'Rookie Mistakes' fan campaign for NFL season

Snickers is returning with its “Rookie Mistake of the Year” campaign for the upcoming NFL season, a campaign that rewards fans for sharing submissions of their own Rookie Mistakes. Rookie Mistakes are errors made by fans in everyday life, playing on the brand’s commercials. The promotion begins today and will take written or media submissions now until the end of the NFL regular season on Jan. 9 with the opportunity to have some fan entries featured across the brand’s platforms. Like last year’s campaign, the winner who has the “Rookie Mistake of the Year” will receive two tickets to Super Bowl LVII at State Farm Stadium and will be able to take the field to celebrate in a special experience after the game. Snickers also will be gifting NFL Shop gift cards and signed merchandise from players each month while also recreating some of the submissions with notable NFL players.

A Snickers spokesperson said the brand brought back the campaign for a second year because it was a “huge success” last year. Snickers said thousands of fans submitted entries last year and they had “very positive feedback” to the videos created by fans and players both externally and internally within the company. Notable NFLers included in the promotion are Bills WR Stefon Diggs and Steelers RB Najee Harris, with two more players to later announced later this season, Snickers said. As part of a new initiative for this year’s campaign, Snickers bars will feature new Rookie Mistake packaging with a QR code that links to the company’s website and later this season an augmented reality experience where fans will be greeted by a Rookie Mistake magic 8-football featuring Diggs. This is Snickers’ 20th year as the Official Chocolate Bar Sponsor of the NFL.

Credit: Sports Business Journal