Do you fear the wrath of hanger? Well, fear not because the Snickers ‘Hungerithm’ app has arrived to save the day (or your stomach).
Sticking to the familiar ‘You’re Not You When You’re Hungry’ in partnership with 7/11 stores across Australia, Mars Chocolate Australia is feeding an irate nation on the cheap. The app works like this: the angrier the Internet, the cheaper the Snickers bar. Simply lock in the lower price on your smart phone and chow down.
When Trump calls for a nationwide travel ban, candy prices drop 67%. And when it rains unexpectedly, we see a 13% drop. To determine the fury of the Internet, the ‘Hungerithm’ analyses around 3,000-word lexicon and 14,000 social posts a day including slang. Not only does the concept brilliantly combine online and offline to point of sale but it also remains true to both the Snickers and 7/11 brands.
Here are three reasons why we think the ‘Hungerithm’ campaign knocked it out of the park.
- The app is led entirely by data, specifically social listening that allows it to adjust to the consumer’s moods.
- It makes good use of some previous assets, like ‘7/11 Good Call’, making the user interface and familiar process easy for customers.
- It drives home an increased brand association between their “you’re not you when you’re hungry” proposition and Snickers.
In short, Snickers is there to make sure that you never go hungry again!