The execution was incredibly bad. Like you mention it probably should never have been a sneak. A quick slant for 10 yards works better and quicker. Only thing I can think that sneak works better is the QB is in complete control of when he goes down and no defensive player can lay on top of him to waste time if he slides
The idea behind it I believe is right though. Getting inside the 30 would have been huge for 1 last play