Hungerithm

By MediaCom, Melbourne, Australia

For MARS Brand Snickers

Highly Commended in category Media

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Project Description
The Hungerithm was a hunger-algorithm based on a 3,000 word lexicon analysing 14,000 social posts every day that monitored the online mood and lowered SNICKERS® prices accordingly at every 7-Eleven in Australia. The angrier the Internet got, the cheaper SNICKERS® became.
Our challenge was to effectively communicate a promotion that updates every 10 minutes, and is only valid for one hour after redemption. Further, we needed to be more relevant to the lives of younger Australians by being where they are when they’re feeling the most susceptible to SNICKERS messaging.
To tap into this we knew we needed to be where young Australians are sharing and feeling their angriest – the internet. The idea was based on the fact that the internet can enlighten and entertain, but it can also be an angry place. Our consumer insight was that this influx of anger peaks in between meal times, and that maybe the internet wasn’t angry, Australians were simply hungry.
Agency Solution
To modernize “You’re Not You When You’re Hungry” and also make price something worth following outside the store, we created the Hungerithm. A hunger-algorithm that monitored online mood and lowered SNICKERS® prices accordingly at every 7-Eleven in Australia. The angrier the Internet got, the cheaper SNICKERS® became, with prices dropping to as low as 82% off the normal price.   The Hungerithm was built on a 3,000-word lexicon and analyzed over 14,000 social posts a day to determine sentiment. It even understood slang and sarcasm.   Once mood was established, it was assigned to one of ten price points, ranging from $1.75 AUD (roughly $1.30 USD) when people were “pretty chill” to 50 cents AUD (roughly 30 cents USD) when they were “losing it”.   The Hungerithm ran live 24/7 (updating 144 times a day) at SNICKERS.com.au, where users simply clicked a button to generate a 7-Eleven barcode right on their phones.
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