"In June 2024, Snickers announced a new signing just in time for the summer of football: esteemed football manager, José Mourinho. In a first-of-its-kind partnership, the brand teamed up with José to pioneer a fully authorized AI clone, designed to tackle Own Goals for football fans across the globe. His task? To coach football fans out of the Own Goal mistakes they made during the summer with the help of an authorized AI clone."
"To create personalized videos of José for any fan who submitted an Own Goal, SNICKERS made pioneering use of AI. This first-of-its-kind initiative, developed in partnership with T&Pm and Helo, and powered by ElevenLabs, Synclabs, and OpenAI GPT 4.0, involved eight separate stages in the AI pipeline to create a unique 'chain of thought' architecture. The process included safeguarding measures to ensure consistently entertaining and brand-safe original content, helping each output feel unique without relying on templated material."
Snickers signed football manager José Mourinho in June 2024 and created a fully authorized AI clone to address fans' 'Own Goal' mistakes. Fans who submitted their gaffes received personalized video messages from the AI Mourinho coach. The campaign used an eight-stage AI pipeline—powered by ElevenLabs, Synclabs, and OpenAI GPT-4—to generate unique 'chain of thought' outputs with safeguards for entertaining, brand-safe, non-templated content. The platform partnered with T&Pm, Helo, and Meta to integrate the AI Mourinho into WhatsApp for direct fan interactions. The initiative aimed to convert social-media fan banter into deeper brand engagement and won Gold at The Drum Awards for Marketing.
Read at The Drum
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