How Snickers channelised Australians’ anger and hunger

In one word, the answer is Hungerithm. The chocolate brand’s custom-built algorithm Hungerithm - created with some help from Google and MIT - analysed 14,000 social posts a day across platforms including Facebook, Twitter and YouTube, even interpreting Aussie slang and sarcasm, to measure the public’s anger on social media. And the price of a Snickers bar kept changing accordingly.

What agency Mediacom Melbourne and BBDO did was to link the public’s general irritability - as measured by internet chatter - with the price of Snickers. The more outraged people got online, the cheaper the candy became at Australian 7-Eleven stores.

The promotion updated every 10 minutes led to the price of a Snickers bar to change more than 5,000 times during a five-week period. A brand integration deal put regular price updates on two of the country’s top morning shows so consumers could follow along, which became a national pastime. Consumers were “highly engaged”.

With Hungerithm becoming such a roaring success, Snickers is considering its rollout in other markets too, including the US.

Source : http://www.adweek.com/brand-marketing/media-plan-of-the-year-best-in-show/