Snickers: Hungerithm
Snickers, collaborating with Clemenger BBDO Melbourne, wanted to significantly boost sales and engagement by innovatively connecting with consumers. The brand needed to leverage real-time cultural sentiment - specifically online anger - to drive impulse purchases. The challenge was to dynamically link internet mood to product pricing, making Snickers relevant and appealing to a broad audience experiencing "hanger" in 7-Eleven stores, ultimately increasing sales.
Creative Idea
Snickers dynamically dropped prices based on real-time internet anger, proving online rage is hunger.
Snickers created the "Hungerithm" in Australia, where the price of Snickers dynamically dropped in 7-Eleven stores based on real-time internet anger levels. By linking social media sentiment to product pricing, Snickers turned online emotions into a unique marketing strategy that drove significant sales and engagement.
Creative Strategy Deconstructed
Company
Snickers owns the 'You're not you when you're hungry' platform, establishing a direct link between hunger and irritability. They leveraged their massive 7-Eleven partnership to implement dynamic, real-time pricing across an entire continent.
Category
Confectionery marketing typically relies on static pricing, impulse buy displays, and generic 'sweet moment' messaging. It rarely interacts with the digital mood or real-world events in a way that affects the literal cost of the product.
Customer
Consumers are increasingly exhausted by toxic online discourse and political volatility. They appreciate brands that acknowledge this digital chaos with humor and offer a tangible, rewarding escape from the 'hangry' internet.
Culture
The rise of 'outrage culture' created a zeitgeist where everyone is perpetually angry online. By gamifying this negativity, Snickers turned a societal downside into a consumer upside, making internet rage profitable for the buyer.
Company
Snickers owns the 'You're not you when you're hungry' platform, establishing a direct link between hunger and irritability. They leveraged their massive 7-Eleven partnership to implement dynamic, real-time pricing across an entire continent.
Category
Confectionery marketing typically relies on static pricing, impulse buy displays, and generic 'sweet moment' messaging. It rarely interacts with the digital mood or real-world events in a way that affects the literal cost of the product.
Strategy:
Turn online anger into a currency for discounts to prove Snickers is the ultimate cure for being hangry.
Customer
Consumers are increasingly exhausted by toxic online discourse and political volatility. They appreciate brands that acknowledge this digital chaos with humor and offer a tangible, rewarding escape from the 'hangry' internet.
Culture
The rise of 'outrage culture' created a zeitgeist where everyone is perpetually angry online. By gamifying this negativity, Snickers turned a societal downside into a consumer upside, making internet rage profitable for the buyer.
Strategy:
Turn online anger into a currency for discounts to prove Snickers is the ultimate cure for being hangry.
Strategy Technique
Build an Utility, Not an Ad
The Hungerithm system functioned as a real-time pricing tool, not just a traditional advertisement. It provided a tangible benefit (lower price) by dynamically responding to internet anger.
Explore Technique
Creative Technique
Real-Time Relevance
The campaign linked Snickers' price to real-time internet anger, making the offer dynamically relevant. This adapted the brand's message (price) based on changing online sentiment.
Explore Technique
