Mars brand SNICKERS is launching a money-off promotion with a difference in the US, to support its long-running “You’re Not You When You’re Hungry” marketing platform. A special ‘Hungerithm’ has been created to monitor the mood, and the hunger level, of the Internet. As the Internet’s “hanger” increases, the value of coupon discounts off SNICKERS at participating U.S. 7-Eleven stores will increase in real time.
“Sometimes you say stuff online you don’t mean in a moment of hunger,” said Michael Italia, Senior Brand Manager, SNICKERS Brand. “We’ve all witnessed this type of behavior from friends and family in our newsfeeds. Now SNICKERS can help satisfy in real time.”
“Hungerithm” was developed by Clemenger BBDO Melbourne under the “You’re Not You When You’re Hungry” umbrella and originally piloted in Australia to critical acclaim and business success. The algorithm checks social media posts in real time against a list of 3,000 commonly used words and phrases to determine sentiment and capture a snapshot of how people are feeling. It even understands slang and sarcasm. As hanger goes up, the coupon value goes up too.
Consumers can view the SNICKERS Hungerithm at www.Hungerithm.com and track the value of the money-off coupons across the day – they can then use their mobile devices to lock in a coupon value and generate a barcode which they can redeem at participating 7-Eleven stores.
“Hungerithm” went live mid November and will be available until December 22nd, 2017.