Rookie Mistake

Rookie Mistakes

Rookie Mistakes, Reimagined for the Feed

By 2023, SNICKERS® looked to evolve its iconic “Rookie Mistake” platform into something more social, dynamic, and targeted—built for how people actually watch and interact with football content today. Our task: turn a beloved idea into a smarter, social-first campaign that could engage fans in real-time, across platforms, and with personalized creative.

Calling the Right Plays

We built a modular content system designed to meet football fans where they were and serve them content that felt custom-fit, not canned. At the heart of it: 10 unique spots featuring NFL players reacting to a range of relatable “rookie mistakes,” from fashion fails to fantasy football disasters. Each version was tailored to specific audiences and platforms, making the campaign feel personal, relevant, and native to where it showed up.