Masterfoods’ chocolate bar Snickers is launching a two-day “street sports” World Championships and music festival to attract younger consumers. Snickers Game On will be held at The Dome (formerly the Millennium Dome) in London on June 21 and 22.
The event has been put together by SponsorCom Sport (the event and sports marketing division of Media-Com), sports marketing company IMG and EMAP. The deal includes support from a number of EMAP media platforms, led by rock magazine Kerrang!. Snickers and Kerrang! will co-sponsor a number of student events over the rest of the year.
Snickers Game On will feature the UK debut of the Soul Bowl, a 70ft by 40ft basin designed by IMG, which will be used to stage skating and biking events over the two days. BMX professional Mat Hoffman and skateboarder Rune Gilfberg will appear at the event, alongside bands Ash and Lost Prophets.
Snickers will use the event to promote itself to younger consumers as a source of energy rather than a way of satisfying hunger. A Snickers spokesman says it is important that Snickers contributes to the youth culture it seeks to reach.