We created the SNICKERS HUNGERITHM: a hunger-algorithm that monitored online mood and priced SNICKERS at 7-Eleven accordingly.

The angrier the Internet was, the cheaper SNICKERS became.

The algorithm was built on a 3,000-word lexicon, analysing over 14,000 social posts and updating SNICKERS prices over 144 times daily. Each social post was analysed and reinterpreted as an individual data-point that captured the polarity, subjectivity and intensity of language used.

Once mood was established, it was assigned to one of ten price points, ranging from $1.75 AUD when people were “PRETTY CHILL” to 50 cents AUD when they were “LOSING IT”.

The HUNGERITHM ran live 24/7 for 5 weeks, changing the price of a SNICKERS over 5000 times. People could monitor the mood online (www.snickers.com.au) and generate an instant SNICKERS barcode directly to their mobile to redeem at a nearby 7-Eleven with just 2 clicks. No downloading apps or printing necessary.

On launch, we had a strong PR push to drive awareness and introduce the idea to over 50 Millennial-read publishers including tech, pop culture and current affairs.

A 30 second film explained how the HUNGERITHM worked on Facebook video and pre-rolls, alongside Spotify radio and banner display.

The Hungerithm updated 24/7 giving each price a real world backstory, when news broke and the price changed Millennial’s were driven back to the Hungerithm website to get a cheap SNICKERS.

In-store signage and digital display at 7-Eleven drove support; displaying the HUNGERITHM in real time and prompting shoppers to download a barcode.

Over 5 weeks, we promoted Tweets and video content that talked to the fluctuating price and the associated key events angering the Internet (think Trump).

This was complemented by broadcast integration with live price updates on The Morning Show/Daily Show, and 7-Eleven promoting their own posts to drive site visitation.

1. Grow sales of SNICKERS in a key retailer by 10%

- SNICKERS self-consumption sales grew by 19.25% in 7-Eleven, over 67% more SNICKERS units sold compared to the same period as last year

- SNICKERS delivered 55% of 7-Eleven’s growth in self-consumption, meaning SNICKERS helped to grow 7-Eleven’s self-consumption sales to 4.04%, above the national convenience market which declined by 0.16% for the same period

2. Drive brand reach to over 2 million Australians

- SNICKERS mentions increased by 120%

- 1,740% rise in social traffic

- 71 million media impressions (18 - 35 year olds)

- Over 150 articles published globally with the likes of Gizmodo, Mashable, and ETC

- Engagement rates across Facebook, Twitter, YouTube and Spotify above platform benchmark