Hungerithm – 06/28/2017
Snickers launched an online/offline advertising-meets-point-of-sale hybrid campaign of the year, introducing a "Hungerithm" that gauges the mood of the Internet and adjusts the price of its candy bars in 7-Eleven stores accordingly, in real time. In short, the angrier the Internet, the cheaper the candy—to make everyone a bit happier.
Created by Clemenger BBDO Melbourne, the Hungerithm is built on a 3,000-word lexicon and analyzes around 14,000 social posts a day. It even understands slang and sarcasm, the brand claims. The in-store Snickers price at 7-Elevens nationwide updated more than 140 times a day.
"Considering how quickly the Internet can swing from a place of sharing and enlightenment to one of incredible vitriol, we felt this was the perfect way to bring the, 'You're Not You When You're Hungry' platform to life," adds Clemenger BBDO Melbourne executive creative director Ant Keogh.
Date of Publication: 06/28/2017
Source: Cannes Lions
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