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.
Snickers marketing manager Renee Lewington says the Hungerithm is perfect for contentious times – such as the upcoming Federal election.
Says Lewington: “We’re hoping this shows consumers that Snickers is on their side during trying times, and we plan to satisfy even more hungry consumers by rolling the Hungerithm out globally in 2017.”
Says Ant Keogh, executive creative director, Clemenger BBDO Melbourne: “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.
“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.”
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
Client: Mars Chocolate Australia
Marketing Director: Matthew Graham
Brand Manager: Renee Lewington
Assistant Brand Manager: Heidi Keller
National Sales Manager – Retail: Shaun Thomas
Agency: Clemenger BBDO Melbourne
Executive Creative Director: Ant Keogh
Creative Directors: Evan Roberts and Stephen de Wolf
Digital Creative Director: Ben Keenan
Art Director: Jackson Harper
Copywriters: Shannon Crowe and Jim Robbins
Regional Director: Jennifer Chin
Group Account Director: Bryce Coombe
Senior Account Manager: Sam Ayre
PR Director: Nichola Patterson
Planning Director: Michael Derepas
Senior Planner: Matt Pearce
Executive Producer: Sonia von Bibra
Head of Interactive Production: Christian Russell
Community Manager: Will Barber
Senior Digital Producers: Nathan VanderByl and Ben Crowe
Digital Producer: Allan Ngo
Senior Digital Designer: Adam Hengstberger
Senior Developer: Andrew McLagan
Senior Full Stack Developer: Sylvain Simao
Frontend & Backend Development: Omar Mashaal (CHE Proximity)
Backend Development: Andrey Sidorov and Alex Best (CHE Proximity)
Technical Director: Bob Watts (CHE Proximity)
Project Delivery Lead: Adam Burnell (CHE Proximity)
Animation by Jacky Winter Group/Flutter
Director: Domenico Bartolo
Producers: Li Liang Johnson, Su Mei Chia
Artist: Mike Jacobsen
2D Animation & Compositing: Stephen Elliget, Chris More, Ash Millott