So what was Snickers’ 36-hour Super Bowl live stream like? When a celebrity wasn’t making an appearance, beans were counted, a cowboy said “howdy” a hundred times and hour, windsock “inflatable cowboy” puppets flailed around, and a duck played a security guard—all of which drew in viewers. During its first hour, the live stream generated 20,000 unique views, and even the dialogue-free parts in between drew in hundreds of viewers. According to the brand: “People are just getting glued to it and they can’t stop [watching] in fear that they’re going to miss something.” (Campaign)
