Mars Chocolate Australia has launched a new data-led initiative that sees the price of Snickers fluctuate at 7-Eleven stores depending on consumers’ moods online.

The campaign, created by Clemenger BBDO Melbourne, brings Snickers’ ‘You’re Not You When You’re Hungry’ platform to life by tying it to real-time reactions through the ‘Snickers Hungerithm’.

The Hungerithm analyses the sentiment on the internet and lowers the price of a Snickers depending on the level of anger online.The angrier people get, the cheaper Snickers get.

Prices are updated more than 140 times a day to translate the real time reactions of consumers to world events into real world price fluctuations. Snickers_Hungerithm_1 copy 2

Using around 14,000 social posts a day, the Hungerithm’s 3000 word lexicon understands slang, sarcasm and variations in context as it determines the online mood.

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Consumers can claim their discounted Snickers bars by visiting the Snickers website. A unique barcode will be generated which consumers can use at any 7-Eleven store in Australia.

Snickers marketing manager, Renee Lewington, says the Hungerithm is perfect for contentious times – such as the upcoming Federal Election.

“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,” Ms Lewington said.

Ant Keogh, executive creative director at Clemenger BBDO Melbourne, said: “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 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.

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