SNICKERS HUNGERITHM is a hunger-based-algorithm that monitors the mood of Twitter and lowers the price of SNICKERS at 7-Elevens across Australia.

The angrier the internet, the cheaper the SNICKERS.

The algorithm was built on a 3,000-word lexicon and analysed over 14,000 Tweets a day. Each Tweet was reinterpreted as an individual data-point that captured the polarity, subjectivity and intensity of language.

Whenever the internet was feeling 'PRETTY CHILL', SNICKERS was AU$1.75. But when it was 'LOSING IT', prices could drop to as low as AU$0.50.

HUNGERITHM ran live 24/7 for 5 weeks that people could monitor online and claim a SNICKERS coupon directly to their phone to redeem at a nearby 7-Eleven.

Working closely with Mediacom Australia, we developed an integrated approach to media based on the Reach+ framework, which included:

- A PR, social film and Spotify radio push to reach Young Australians and help them understand the HUNGERITHM idea

- Banner suite which pushed people towards the HUNGERITHM website

- Reactive content that changed as the price of SNICKERS changed

- Daily social film updates that documented fluctuations in the price, and

- 7-Eleven in-store signage and point-of-purchase which prompted people to redeem

This idea aimed to solve a key business problem for HUNGERITHM: to recruit a new generation of consumers into the brand. SNICKERS was losing a foothold amongst Millennials, where penetration had declined by 6% since 2007.

We were asked to develop an idea that could unlock sales demand for SNICKERS with a retailer partner, but to ensure it tells the 'YOU'RE NOT YOU WHEN YOU'RE HUNGRY' brand story for Millennials too.

We thought - why don't we sort out whatever mood people are in by making SNICKERS cheaper?

And so HUNGERITHM was born, which helped to:

- Increase SNICKERS sales at 7-Eleven by 19.25%,

- Drive 67% more units sold compared to 2015

- Deliver 55% of 7-Elevens growth in self-consumption

- Grew the self-consumption category by a full percentage point worth $300,000

- Reached 4 million unique Millennial consumers

- Achieved above-norm engagement across Social channels

- Deliver 71 million impressions and AU$1.4m in earned media value

- Improve MARS' relationship with 7-Eleven and unlock more future projects

SNICKERS HUNGERITHM has rolled-out in the USA and Mexico, with in more markets coming in 2018.