On the Hangriest Web Days, Snickers Were 82% Off
With happiness being the inverse of anger, intense levels of online vitriol were solved with discounted candy bars. So begins one of the least boring stories about data ever — when Snickers and agency Clemenger BBDO Melbourne in Australia teamed up to create a social media “Hungerithm” that resulted in discounted Snickers bars, which spread to the post-election U.S.
And in Target Marketing’s most recent issue, the Hungerithm campaign won the social media marketing honor in our article about “The Best Marketing of 2017.”
TM’s Melissa Ward writes:
Taking the popular “You’re Not You When You’re Hungry” commercial to the next level, Snickers teamed up with agency Clemenger BBDO Melbourne in Australia to create an algorithm to monitor people’s moods based on what they were saying on social media. Established by the idea that people get a little angry — or “hangry” — when hungry, prices of Snickers candy bars would drop at Australian 7-Eleven convenience stores when anger was measured as going up by the algorithm.
And while the agency says this of the 2016 Australian campaign:
The campaign achieved a 15 per cent increase in year on year sales at 7-Eleven stores and also had over 30 million media impressions. All in all a huge success.
Australia’s AdNews says in December 2017 that the success of that Australian campaign was why 9,000 7-Elevens in America did the same.
AdNews quotes Clemenger BBDO Melbourne CEO Nick Garrett:
“As creatively powerful as Hungerithm was, the true beauty of it was in the simple and effective retail integration that enabled the creativity of the idea to impact sales and truly drive results,” Garrett says.
“We’re incredibly proud of the team and of the recognition by the global Mars business and its regional retail partners who have shown immense belief in the power of our idea and its potential for scale."
The Hungerithm showed a chart with emojis depicting the various moods on the Internet at the time. A chill blue face wearing sunglasses meant Snickers bars were $1.75, because consumers needed less soothing, and full-on, screaming red emojis meant the candy sold for 50 cents — because “The Internet Is Losing It.”
How did the algorithm know the mood of the Internet?
Here’s where the data comes in.
When Clemenger BBDO announced the campaign in 2016, the agency revealed the Hungerithm knew 3,000 words — including sarcasm and slang — and analyzed 14,000 social media posts a day. That could result in Snickers bars changing price more than 140 times daily.
But all a customer would have to do is visit the Snickers website, click on “Get a Snickers” to create a unique barcode and then show the code at any 7-Eleven to buy the candy.
So in the end, the announcement says, Clemenger BBDO Melbourne and Mars Chocolate Australia had a simple marketing goal:
The Hungerithm is designed to bring Snickers world-famous "You're Not You When You're Hungry" campaign into the digital age by tying it to real-time reactions to real world events. The campaign has previously featured high-profile celebrities such as Betty White, Robin Williams, Joe Pesci and Willem Dafoe (as Marilyn Monroe).
And the marketing community showed its approval. In addition to the award from Target Marketing, Hungerithm’s received 21 Lions from Cannes, in categories ranging from Direct: Use of Real-Time Data to Cyber: Use of Social Data and Insight, as well as a Gold ECHO in the Consumer Products and Services Category from the DMA.
What do you think, marketers?
Please respond in the comments section below.
To see the rest of “The Best Marketing of 2017,” click here.
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