Mars Chocolate-owned brand Snickers has developed a voice recognition tool as part of its 'You're Not You When You're Hungry' global campaign.
i-Voice, which launches this week, is based on mobile voice-activated personal assistants but with a twist. Instead of providing a helpful response, the i-Voice delivers a sarcastic, bored and unhelpful comeback.
The tool only becomes helpful once Snickers shows up in the search results, reinforcing the You're Not You When You're Hungry messaging.
Working with developers, MediaMonks and AMV BBDO, Snickers created the bespoke tool, recording questions and answers for the most commonly asked questions on the Internet.
Matt Boulter, Snickers brand director in the UK, said: “Following on from our You’re Not You When You’re Hungry YouTube campaign, this next phase sees the Snickers effect going one step further and directly onto consumers' smart phones and desktops through the i-Voice site.
"With the use of voice recognition technology growing in popularity, we're tapping into this trend to really drive interaction with the brand and encourage consumers to have some fun.”
i-Voice is available from today via the i-Voice site.