Hungerithm
Award: Wood Pencil
Wood Pencil / Digital Marketing / Use of Social Media / 2017
To modernize “You’re Not You When You’re Hungry” campaign we created the Snickers Hungerithm. A hunger-algorithm that that monitored online mood and lowered SNICKERS® prices accordingly at every 7-Eleven in Australia. The angrier the Internet got, the cheaper SNICKERS® became.The Hungerithm was built on a 3,000-word lexicon and analyzed over 14,000 social posts a day to determine sentiment. The Hungerithm ran live 24/7 at SNICKERS.com.au, with prices changing over 5000 times in 5 weeks. To get their SNICKERS users simply clicked a button to generate a 7-Eleven barcode right on their phones.
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