SNICKERS
Real Time Digital Innovation That Drove Online Behaviour To Offline Sales
A world first digital first campaign that used a hunger algorithm built on a 3,000 word lexicon analysing 14,000 social posts every day to monitor the mood of the internet and affect the price of a SNICKERS bar in real time at every 7-Eleven in Australia. It even understood slang and sarcasm.So the angrier the internet, the cheaper the price of a SNICKERS bar.
In partnership with 7-Eleven, the campaign used online platforms to increase offline sales in real time, in the real world.
The Hungerithm ran live 24/7 (updating 144 times a day) at SNICKERS.com.au, with the price updated every 10 minutes, and was only valid for one hour after redemption. Users simply clicked a button to generate a 7-Eleven barcode right on their phones and redeem their discounted SNICKERS® to get them back to ‘normal’.
The ‘Hungerithm’ campaign ran for four weeks in mid-2016, and worked off the back of Snickers’ ‘You’re not you when you’re hungry’ tagline by monitoring Twitter posts to determine overall sentiment. When ‘anger’ went up, the price of a Snickers bar at 7Eleven stores would go down, with consumers able to lock in a price by generating a barcode on their phone. The lowest price reached was $0.78, due in part to anger directed towards US presidential candidate, Donald Trump.
More than 78,000 sessions were recorded, with more than half on mobile, and 7000 barcodes generated. The campaign also generated nearly $1.4 million dollars in earned media, with 150 articles written.
“When you translate that to purchases, the number of Snickers we sold in that given four-week period for 7Eleven is significant given what we would normally do. From that point of view it over-delivered on our expectations, and certainly met 7Eleven’s objective.”
Matthew Graham, Marketing Director (Mars Chocolate Australia)
Due to its success in Australia, ‘Hungerithm’ was also exported and scaled into the US & European markets.
Results
67% increase in sales during the campaign period
Exclusive global partnership with 7-Eleven
Creative & Effectiveness Awards
2018 Cannes Effectiveness Award
2017 Cannes Lions - 21 Lions, 1 x Titanium shortlist
2017 D&AD - 1 x Pencil,
2017 One Show - 5 x awards
2017 New York Festival - 3 x Sliver
2017 APAC Effies - 3 x Effies,
2017 AWARD - 10 awards, 2017 Australian Effie Awards - 6 x shortlists,
2016 Clios - 1 x Bronze, 2016 SPIKE Awards - 14 SPIKES,
2016 AdNews - Digital Campaign of the Year, Best Use of Data,
2016 Twitter Award - Gold #impact
2016 The Mashies - Best in Show for Best Content Marketing, Best Twitter Campaign, Best Real Time Marketing
