When the internet got angry, Snickers bars became cheaper
Challenge
The challenge was to bring Snickers’ global platform “You’re not you when you’re hungry” to life by effectively communicating a real-time promotion that updated every 10 minutes and was valid for one hour only; driving sales and category share of Snickers in 7-Elevens.
Idea
The Hungerithm is a hunger-algorithm monitoring the online mood of the nation by analysing social posts daily, changing Snickers prices at every
7-Eleven in Australia. The angrier the Internet got, the cheaper Snickers became.
Results
67% sales increase. 55% category growth. 30m impressions, 4m reach.
Awards and Recognition
- Festival of Media Asia 2016 | Gold: Best Use of Real Time Marketing
- Festival of Media Global | Bronze: Best Use of Real Time Marketing
- Cannes Lions 2017 | Gold: Media C02 Use of Real-Time Data
- Cannes Lions 2017 | Gold: Cyber F09 Use of Social Data & Insight
- Cannes Lions 2017 | Gold: Direct C04 Real-Time Response
- Cannes Lions 2017 | Gold: Mobile F02 Real-Time Response
- Cannes Lions 2017 | Gold: Mobile F07 Social Business
