Hungerithm
By Snickers
Advertiser
- Snickers is worldwide-famous brand of chocolate bar made by American company Mars.
Objective / insight
- Internet enlightens and entertains us, it can also be place that turns people angry.
- Brand noticed that outbursts of anger, tweets of frustration and annoyed selfies tended to peak between meals, which made us wonder if people get angry simply because they are hungery?
Implemented strategy
- Based on a 3000-word lexicon and real-time analyze of social networks posts, Hungerithm offers price reduction on Snickers according to internet’s level of anger : The angrier the Internet got, the cheaper SNICKERS® became.
- The Hungerithm campaign was conducted in two phases: awareness and conversion. Awareness involved a PR push to over 50 publishers and the conversion involved time-targeted messages to people on their commute to work, in-between meals and on their way home.
Technology implemented
- The Hungerithm was built on a 3,000-word lexicon and it analyzed over 14,000 social posts per day to determine sentiments behind posts. It even understood slang and sarcasm.
- The Hungerithm ran live 24/7 (updating 144 times a day) at SNICKERS.com.au, where users simply clicked a button to generate a 7-Eleven barcode right on their phones.
Result
- 1/5 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.
- 4 million people reached in Australia.
