SNICKERS® activated Manila with an immersive pop-up experience at the Quantum Sky View of Gateway Mall 2, drawing thousands of visitors to a multi-day brand activation that combined interactive games, exclusive merchandise, and fan engagement. Running from April 8 to 11, the event formed part of the brand’s “Active Lifestyle” campaign and built toward a fan meet featuring SEVENTEEN member MINGYU at Smart Araneta Coliseum.

The activation turned the mall space into a high-energy playground for fans and visitors, with steady foot traffic across all four days. Designed around participation and movement, the experience positioned SNICKERS® within the everyday routines of young Filipinos, balancing school, work, and social activities.

Visitors entering the SNICKERS® Energy Station Pop-Up received event passports that guided them through different activity zones. Each completed station earned a stamp, which could later be exchanged for rewards and exclusive items.

At the SNICKERS® Shot Combo station, participants took on a basketball challenge where each hoop represented a core ingredient of the SNICKERS® bar, including milk chocolate, peanuts, caramel, and nougat. The SNICKERS® Flip and Match station featured a memory-based game using SNICKERS® flavor cards, while SNICKERS® Power Grab challenged participants to catch falling SNICKERS® bars within a limited time.

The stations maintained steady queues throughout the activation period, with participants rotating between games, photo areas, and product displays.

Visitors who completed their event passports received a range of rewards, including SNICKERS® Strawberry bars, sticker sheets, and limited-edition merchandise such as tumblers and pouches, distributed in limited quantities.

The SNICKERS® Shop also became a key draw, offering a promotional MINGYU Transparent Card to customers who purchased PHP 250 worth of SNICKERS® products. The collectible quickly became one of the most sought-after items during the activation period.

The pop-up featured several curated spaces designed for fan interaction and content creation. Branded installations and large visuals of MINGYU served as primary photo spots, while the SNICKERS® Strawberry Snaps corner highlighted the brand’s newest flavor offering.

The SNICKERS® Energy Wall became a focal point of fan expression, filling up with handwritten messages over the course of the four-day activation. Many attendees left notes addressed directly to MINGYU, turning the installation into a collective fan board.

SNICKERS-powered fan meet with MINGYU

The activation concluded with the #SNICKERSwithMINGYU fan meet on April 11 at Smart Araneta Coliseum, where approximately 3,000 raffle winners and their companions gathered for the main program.

MINGYU’s appearance drew loud reactions from the audience as he entered the stage to a packed arena. The fan meet featured a structured program that combined stage segments, games, and direct interaction with fans.

During a Q&A portion, MINGYU shared his experiences in the Philippines and reflected on his role as SNICKERS Asia Ambassador. The segment allowed fans to hear personal insights while maintaining a light and interactive tone throughout.

A basketball mini-game segment brought elements of the pop-up into the arena setting, with MINGYU engaging in a friendly challenge that mirrored the brand’s activity stations. He also spoke about his favorite SNICKERS® flavors and introduced the Strawberry variant highlighted in the activation.

One of the most notable moments of the fan meet came when fans surprised MINGYU with a birthday greeting. The audience sang “Happy Birthday” in unison as a cake was brought onstage, creating a celebratory moment that briefly shifted the tone of the program into a more intimate exchange between artist and fans.

The Manila activation connected a retail pop-up experience with a large-scale fan meet, extending SNICKERS®’ “Active Lifestyle” campaign across both mall-based engagement and live entertainment. The structure allowed audiences to interact with the brand in different formats while building anticipation toward the main event featuring MINGYU.

The strong turnout across both venues reflected sustained engagement from Filipino fans, particularly within the K-pop community, which continues to be a major driver of large-scale fan events in the country.

By combining interactive installations, limited-edition rewards, and a celebrity-led fan meet, SNICKERS® created a multi-layered experience that blended brand storytelling with fan culture in a single campaign ecosystem.

About SNICKERS®

SNICKERS® is a global chocolate bar brand owned by Mars, Incorporated. Named after a horse owned by company founder Frank C. Mars, SNICKERS® has been a leading confectionery brand since 1930. The product is known for its combination of peanuts (or almonds), caramel, nougat, and milk chocolate.