Snickers deploys digital clone of soccer legend
Snickers has launched a new U.K. marketing campaign featuring an AI clone of legendary soccer coach José Mourinho to provide personalized advice to soccer fans. The campaign uses AI technology to create unique videos responding to fans' submitted "own goal" stories, with Mourinho’s digital twin offering customized advice. Developed in collaboration with Helo and WPP’s T&Pm, this effort highlights the potential of generative AI for brands to engage users by producing highly personalized content at scale.
A new Snickers U.K. marketing effort uses AI technology to create personalized videos for fans who have inadvertently scored “own goals.”
The candy brand has teamed with legendary soccer coach José Mourinho, whose likeness will be used for an AI-powered clone trained to mimic his personality. Fans will submit written instances of a mishap they’ve made—aka an “own goal”—and the Mourinho bot will respond with a video featuring tailored advice to each submission.
A teaser recently posted on Instagram by Snickers shows an example of the type of query the brand is looking to field.
The effort, developed with Helo and WPP’s T&Pm, speaks to a useful application of generative AI for brands looking to provide deeper engagement with users: personalized content. The technology is capable of generating a virtually limitless amount of media, each instance of which can be geared toward custom pieces of information. Honda in March doled out personalized videos for consumers interested in a new vehicle. Avocados From Mexico and Burger King earlier this year launched personalized activations that produce images of custom guacamole and burger recipes, respectively.
In addition to a microsite, fans in the U.K. can access the Mourinho bot on WhatsApp, where their interactions can be shared with friends and larger communities. Influencer partners are supporting the effort by sharing their custom videos on social media. Each video is powered by AI technology provided by ElevenLabs, Synclabs and OpenAI.
Read more at AdAge.
