Introducing the SNICKERS® Hungerithm:
The angrier the internet, the cheaper the SNICKERS®.
The Internet gets a little angry when it’s hungry. So Clemenger BBDO Melbourne and Mars Chocolate Australia have teamed up to create the SNICKERS® Hungerithm – a hunger algorithm that monitors the mood of the Internet, and then lowers SNICKERS prices accordingly.
The angrier people get, the cheaper SNICKERS® get, with prices updating over 140 times a day and dropping to as low as 82% off the normal shelf price. For example, if Donald Trump receives Republican Party endorsement, the price of a SNICKERS® could plummet to 50 cents.
Built on a 3,000-word lexicon, the Hungerithm determines online mood by analysing around 14,000 social posts a day. It even understands slang, sarcasm and variations in context.
To claim their SNICKERS®, users simply visit Snickers.com.au and click “Get A SNICKERS®” to generate a unique barcode and head to any one of 7-Eleven’s 630 stores around the country. No downloading apps or printing vouchers is required.
“Considering how quickly the Internet can swing from a place of sharing and enlightenment to one of incredible vitriol, we felt this was the perfect way to bring the, ‘You’re Not You When You’re Hungry’ platform to life,” said Clemenger BBDO Melbourne Executive Creative Director Ant Keogh.
“A data-led idea that changes the price of a global FMCG brand is an amazing opportunity. To launch it at scale through 7-Eleven is something else again,” he said.
The Hungerithm is designed to bring SNICKERS® world-famous “You’re Not You When You’re Hungry” campaign into the digital age by tying it to real-time reactions to real world events. The campaign has previously featured high profile celebrities such as Betty White, Robin Williams, Joe Pesci and Willem Dafoe (as Marilyn Monroe).
The nationwide campaign runs until June 27 and includes video, digital, outdoor, PR and social elements that generate and respond to conversation around real world events.
To see the Hungerithm in action, visit Snickers.com.au
Just a brilliant campaign.