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2017 FINALIST DATA-DRIVEN
AUSTRALIA
Snickers Hungerithm: The angrier the Internet, the cheaper the Snickers
Recruiting the elusive Millennial that seemed to care more about chocolate bars being cheap than the story it told? SNICKERS wanted a bite of that challenge.
It developed the HUNGERITHM, a hunger-algorithm that monitored the mood of Twitter and priced SNICKERS at 7- Eleven accordingly. The angrier the Internet was, the cheaper SNICKERS became.
HUNGERITHM was an engaging and topical way for SNICKERS to talk to Millennial’s, and this ground-breaking partnership with 7-Eleven helped to grow the category, increase sales of SNICKERS by nearly 20%, and reach over 4 million Millennials. A satisfying result in a stagnating chocolate-bar category.
