For the second year in a row and just in time for the holidays, Snickers is bringing back its ‘Hungerithm,’ a tool that monitors the mood of the internet.
When consumers drop hints of hunger online, the coupon discount of Snickers increases at participating US 7-Eleven stores in real time.
Josh Olken, Snickers brand director, explains: “The holidays can be a stressful time for everyone, and the internet reflects the mood of the season. ’Hungerithm’ offers a fun way to navigate this time of year with Snickers, offering that moment of satisfaction when you need it most.”
To track the mood of the internet, as well as lock in the price of a Snickers bar that can be redeemed in the form of a coupon at participating 7-Eleven stores, fans can visit Hungerithm.com. In-store signage explains the program to shoppers. The ‘Hungerithm’ promotion began this month and will be live through 11:59 pm EST on December 31.
Originally piloted in Australian 7-Eleven stores to critical acclaim, ‘Hungerithm’ was developed by Clemenger BBDO Melbourne under the “You’re Not You When You’re Hungry” campaign. 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.