Brief Explanation

The SNICKERS® Hungerithm scanned over 14,000 social posts a day to determine online sentiment and then lower in SNICKERS® prices accordingly at every 7-Eleven in Australia. Users could track the current price at SNICKERS.com.au on both desktop and mobile, and on the mobile site have a barcode generated instantly on their phone. The campaign also featured reactive tweets responding to daily events, social videos providing price reports from the Hungerithm war room, and an array of time-targeted digital media designed to hit consumers when they’re most likely to be angry/hungry. The objective of this campaign was twofold. The first was to drive awareness and conversations of SNICKERS® by leveraging the “You’re Not You When You’re Hungry” platform and helping it stand out and be salient and be chosen in a highly impulsive category. The second was to find a way for SNICKERS® to take greater control of this impulsive behaviour by driving people in store specifically for SNICKERS®. Given that most decisions happen at the point of purchase, if we could own the behaviour prior to the store visit, we would be more likely to drive conversion to SNICKERS®. We knew the way to do this would be to bring the platform to life on interactive channels. One-in-five people redeemed a barcode from the site. The campaign was covered in over 150 articles including features in global publications like Mashable, Inc Magazine and Creativity Online. Press was overwhelmingly positive, with comments like “…an ingenious Australian advertising campaign, when the Internet gets angry the price of SNICKERS® will drop. Feed your rage, people,” from Mashable. The PR coverage equated to $1.4m in earned media value. Plus the campaign had over 30 million media impressions, uniquely reaching 4 million people in Australia alone.