Snickers has teamed up with the legendary football coach José Mourinho for an epic campaign, giving fans a pep talk for their Own Goals.
Developed with agency T&Pm, the Mars brand is pioneering in the use of generative AI to create a special fan experience made out of an authorized AI clone of Mourinho.
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"A great brand, an iconic coach, and innovation at its heart — using AI to create mass personalized entertainment in a way that has never been done before and could never have been done before," T&Pm Chief Creative Officer Toby Allen said.
Though the tool is powered by AI, Allen adds that it wouldn't be possible without human intelligence, praising a team of over 70 people who have worked on the project together.
Meanwhile, Mars Chief Growth Officer Gülen Bengi shared that the company believes in building Brand Worlds to create remarkable experiences for the fans and community, inviting them to engage and co-create with each other.
"Always at the center of culture, always moving at the speed of technology," he added.
Bengi further emphasized the importance of caution as they pioneer the new frontier of AI-enhanced brand building, "always putting safety and ethics first."
Unlimited AI-Powered Mourinho Messages
Powered by ElevenLabs and OpenAI's GPT 4.0, the initiative allows fans to submit videos of their "Own Goal," or unfortunate experiences in their every day, in exchange for a "personalized" video of an AI-powered José giving words of wisdom.
A first of its kind, the campaign trained its AI model to deeply copy the personality of Mourinho to generate an unlimited number of original content, which users can then share with anyone.
The feature also makes use of eight separate stages in the AI pipeline for a "chain of thought" architecture, ensuring unique, brand-safe, and most of all entertaining original content.
Additionally, the snack company has partnered with Meta to integrate the tool with the messaging service WhatsApp, allowing users to bring their interactions with Jose to conversations and groups that matter to them.
The campaign officially kicked off on June 25 and was accompanied by several social media spots starring the actual Mourinho. It serves to sustain the excitement for the Champions League final, as well as build hype for the Euros.