Contract details
Start date:
Status:
2024
Endorsement
Snickers and José Mourinho: A Groundbreaking AI-Powered Fan Experience
In June 2024, Snickers launched an innovative campaign featuring renowned football manager José Mourinho. In a unique collaboration, the Mars-owned brand introduced an AI-powered digital version of Mourinho, designed to engage football fans during the summer season. This first-of-its-kind partnership allows fans worldwide to experience José Mourinho’s coaching advice, even if they’re miles away from a real pitch.
Coaching Fans Out of “Own Goals” with AI Innovation
This campaign, dubbed “Own Goals,” combines José Mourinho’s iconic personality with cutting-edge AI technology. Developed in partnership with creative agency T&Pm, the initiative uses generative AI to create an interactive Mourinho clone, offering fans personalized “pep talks” when they experience everyday blunders, or “Own Goals.” Through this tool, Mourinho’s clone provides advice, humor, and motivation to fans, bringing his famous coaching style to screens everywhere.
A Technical Feat: Collaboration Across Teams and AI Expertise
The technology powering this AI Mourinho experience leverages OpenAI’s GPT-4 and ElevenLabs, allowing fans to submit videos of their daily mishaps. In return, they receive customized video responses from AI Mourinho, who is trained to mimic Mourinho’s unique personality. This was made possible by a dedicated team of over 70 professionals, who designed a secure and brand-safe AI architecture with eight specific stages to ensure engaging and authentic content.
Launch and Purpose: Building Excitement for Major Tournaments
Launched on June 25, 2024, the campaign includes several promotional spots on social media featuring the real José Mourinho. This campaign not only celebrates the Champions League but also builds momentum ahead of the UEFA Euros, keeping Snickers central to conversations around major football events. By combining the brand’s iconic “You’re Not You When You’re Hungry” philosophy with AI innovation, Snickers is redefining how sports sponsorships can bring value and entertainment to fans.
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