Clemenger BBDO Melbourne recently launched a campaign for Snickers called “Hungerithm” that gauges internet anger and adjusts Snickers prices at 7-Eleven accordingly (angrier = cheaper) for a twist on the “You’re Not You When You’re Hungry” brand positioning.
Here’s how the “Hungerithm” works: the algorithm, which is built on a 3,000-word lexicon, analyzes around 14,000 social media posts a day, then determines mood and adjusts the price of Snickers accordingly, dropping to as low as 82% off the normal shelf price (if the internet is really, really angry). To claim their Snickers, consumers simply visit Snickers.com.au and click “Get a Snickers” to generate a unique barcode for the reduced price at their local 7-Eleven. The campaign will run in Australia through June 27, featuring video, digital, outdoor, PR and social elements.
“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.”
“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,” added Snickers marketing manager Renee Lewington.
Credits:
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)