{"id":18305,"date":"2024-06-26T14:39:22","date_gmt":"2024-06-26T12:39:22","guid":{"rendered":"https:\/\/www.socialfootballsummit.com\/?p=18305"},"modified":"2024-06-26T16:10:49","modified_gmt":"2024-06-26T14:10:49","slug":"snickers-hires-ai-powered-jose-mourinho-to-personally-sort-out-every-fans-own-goals","status":"publish","type":"post","link":"https:\/\/www.socialfootballsummit.com\/en\/snickers-hires-ai-powered-jose-mourinho-to-personally-sort-out-every-fans-own-goals\/","title":{"rendered":"SNICKERS hires AI-powered Jos\u00e9 Mourinho to personally sort out every fan’s own goals"},"content":{"rendered":"\n

SNICKERS has announced a new signing, in time for the summer of football: esteemed football manager, Jos\u00e9 Mourinho. In a first-of-its-kind partnership, the brand has teamed up with Jos\u00e9 to pioneer a fully authorized AI clone<\/a>, ready to take on Own Goals for football fans across the globe.<\/p>\n\n\n\n

Wondering how Mourinho plans to spend the summer season? Thanks to SNICKERS, the speculation is finally over. His task? To coach football fans out of the Own Goal mistakes they score this summer with the help of an authorized AI clone.<\/p>\n\n\n\n

To create personalized videos of Jos\u00e9 for any fan submitting an Own Goal, SNICKERS has made pioneering use of AI. The first of its kind campaign, in partnership with T&Pm and Helo, powered by ElevenLabs, Synclabs and Open AI GPT 4.0, sees eight separate stages in the AI pipeline create a unique “chain of thought” architecture, including safeguarding, to ensure consistently entertaining and brand-safe original content \u2013 helping each output to feel unique without relying on templated content.<\/p>\n\n\n\n

It\u2019s a busy summer of football ahead and fans are expected to make more gaffes, or Own Goals, than ever. Whether it\u2019s accidentally buying flights to Dortmund, not D\u00fcsseldorf, or getting a selfie with a much-ridiculed half-and-half scarf, we can all think of examples of how these moments can come to life.<\/p>\n\n\n\n

The platform plays into a cultural truth that social media-fueled fan banter surrounding football attracts more buzz than the actual football.<\/p>\n\n\n\n

SNICKERS partnered with Meta to integrate this bespoke AI-powered Jos\u00e9 with WhatsApp, a unique integration that allows consumers to bring their personalized interactions with Jos\u00e9 into the communities and conversations they care about most.<\/p>\n\n\n\n

No other AI-powered campaign has used the technology in this exact way before: trained to deeply mimic the personality of a major talent, to generate limitless pieces of original video content, and designed to be shared to many.<\/p>\n\n\n\n

G\u00fclen Bengi, Chief Growth Officer Mars Snacking & Lead CMO Mars Inc., said: \u201cAt Mars, we believe in building Brand Worlds where iconic brands create remarkable experiences for their fans and communities, inviting them to engage and co-create together. Always at the center of culture, always moving at the speed of technology. Our first-of-its-kind SNICKERS campaign stands as a testament to this, delivering consumer co-creation and personalization at a scale that was unimaginable until very recently, before GenAI became part of our toolbox. I\u2019m very proud of our brand builders embracing the possibilities, enhancing creativity and doing it responsibly. As we navigate this new frontier of AI-enhanced brand building, it’s crucial that we keep a pioneering mindset tempered by caution, always putting safety and ethics first.”<\/p>\n\n\n\n

Toby Allen, Chief Creative Officer at T&Pm, said: “This campaign is indeed a special one. A great brand, an iconic coach and innovation at its heart \u2013 using AI to create mass personalized entertainment in a way that has never been done before and could never have been done before. All made possible with human intelligence \u2013 a team of over 70 people worked together.”<\/p>\n\n\n\n

The campaign has already been teased with social videos of the real Jos\u00e9 on SNICKERS and Jos\u00e9\u2019s social channels during the Champions League Final and in the build-up to the Euros.<\/p>\n\n\n\n

The tool goes live on June 25th, supported by posts from influencers sharing and reacting to their own Jos\u00e9 videos created using the tool, plus 6\u201d paid and organic social, directing fans to generate their own videos. Users are encouraged to share links to their bespoke videos with friends and on group chats.<\/p>\n\n\n\n

Unlike typical football tournament sponsorships, this fan-centric approach uses fans to amplify the brand\u2019s message. The campaign is part of Mars Wrigley\u2019s strategy of putting personalization and fandom at the heart of its \u201cworld-building\u201d strategy for SNICKERS. By involving fans in the co-creation process, the brand can develop a deeper relationship with consumers, driving exponential social sharing and conversation.<\/p>\n\n\n\n

The campaign marks another significant step towards SNICKERS achieving its goal of becoming the number one confectionery brand for football fans by the end of 2025.<\/p>\n","protected":false},"excerpt":{"rendered":"

SNICKERS has announced a new signing, in time for the summer of football: esteemed football manager, Jos\u00e9 Mourinho. In a first-of-its-kind partnership, the brand has teamed up with Jos\u00e9 to pioneer a fully authorized AI clone, ready to take on Own Goals for football fans across the globe. Wondering how Mourinho plans to spend the summer season? Thanks to SNICKERS, the speculation is finally over. His task? To coach football fans out of the Own Goal mistakes they score this summer […]<\/p>\n","protected":false},"author":3,"featured_media":18306,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[169],"coauthors":[],"class_list":["post-18305","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-3","tag-jose-mourinho"],"acf":[],"yoast_head":"\nSNICKERS hires AI-powered Jos\u00e9 Mourinho to personally sort out every fan's own goals - SFS<\/title>\n<meta name=\"description\" content=\"SNICKERS hires AI-powered Jos\u00e9 Mourinho to personally sort out every fan's own goals\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.socialfootballsummit.com\/en\/snickers-hires-ai-powered-jose-mourinho-to-personally-sort-out-every-fans-own-goals\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SNICKERS hires AI-powered Jos\u00e9 Mourinho to personally sort out every fan's own goals - SFS\" \/>\n<meta property=\"og:description\" content=\"SNICKERS hires AI-powered Jos\u00e9 Mourinho to personally sort out every fan's own goals\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.socialfootballsummit.com\/en\/snickers-hires-ai-powered-jose-mourinho-to-personally-sort-out-every-fans-own-goals\/\" \/>\n<meta property=\"og:site_name\" content=\"SFS\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/sfsummit\" \/>\n<meta property=\"article:published_time\" content=\"2024-06-26T12:39:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-06-26T14:10:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.socialfootballsummit.com\/wp-content\/uploads\/2024\/06\/Snickers-Jose-Mourinho.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"A. 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