The deal builds on Snickers TV campaign, which features The A Team’s Mr T. Each gruelling challenge will have a “More Nuts” twist.
The challenges include kicking and catching footballs, driving an army tank, and using building skills to cross a freezing cold lake.
For each activity there is a More Nuts mentor encouraging them and giving them “more nuts” guidance.
The challenges will air as webisodes over four consecutive weeks exclusively on the Mirror website from today (11 February). Later they will run on the More Nuts website, Facebook and YouTube, with viewers encouraged to return each week to see the contestants complete the next challenge.
The campaign is supported by TV, digital PR and press marketing activity to drive awareness of the webisodes.
Mirror Group Digital reported total unique visitors to its site for December down 8.73% on November to 9,702,760 but up 82.23% year on year.