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Mars | Snickers
Hungerithm

When the internet got angry, Snickers bars became cheaper

Challenge

The challenge was to bring Snickers’ global platform “You’re not you when you’re hungry” to life by effectively communicating a real-time promotion that updated every 10 minutes and was valid for one hour only; driving sales and category share of Snickers in 7-Elevens.

Idea

The Hungerithm is a hunger-algorithm monitoring the online mood of the nation by analysing social posts daily, changing Snickers prices at every
7-Eleven in Australia. The angrier the Internet got, the cheaper Snickers became.

Results

67% sales increase. 55% category growth. 30m impressions, 4m reach.

 

Awards and Recognition

  • Festival of Media Asia 2016 | Gold: Best Use of Real Time Marketing
  • Festival of Media Global | Bronze: Best Use of Real Time Marketing
  • Cannes Lions 2017 | Gold: Media C02 Use of Real-Time Data
  • Cannes Lions 2017 | Gold: Cyber F09 Use of Social Data & Insight
  • Cannes Lions 2017 | Gold: Direct C04 Real-Time Response
  • Cannes Lions 2017 | Gold: Mobile F02 Real-Time Response
  • Cannes Lions 2017 | Gold: Mobile F07 Social Business

Credits

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