Snickers turns anti-celebrity ad directive into an interactive world first Hungerithm

SnickersSnickers’ ground-breaking ‘Hungerithm’ digital campaign offering customers discounts on bars based on their anger and hunger levels came from a brief asking Clemenger to find a way to move the campaign from a celebrity base to something that would turn consumers into fans.

Art director Jackson Harper, who was behind the original concept, said he thought up the concept when seeing the levels of emotion being demonstrated on social channels as people voiced their feelings about the good and bad that was happening in their lives.

Snickers launched the campaign this week, monitoring language on social media, primarily Twitter, and linking it to happy or angry emotions and then varying the price on Snickers bars at 7Eleven stores based on how “angry the internet is”.

The more angry the internet, the cheaper Snickers become, with consumers clicking on a button on their phones to lock in the price for 60 minutes.snickers 7-11 hungerithm

Snickers’ parent Mars gave approval for the idea, which runs for a month, and is being monitored in the US and UK.

“We took a leap with the idea but there is a lot more bravery on the client side, allowing the internet to set the price of the product,” creative director Evan Roberts said.

“It’s scanning Twitter and there’s a lexicon of every tweet in the country and it’s reading context, sarcasm and then measuring two things – subjectivity and polarity.

Snickers screenshotTesting the campaign during the Federal Budget revealed just how brave Mars decided to be with the flexible pricing.

“We were live when the budget dropped and there were about four hours which would have been horrendous,” Roberts said.

Other elements which have affected the price of Snickers bars include Game of Thrones episodes and Hawthorne’s win over the weekend.

Working with the Clemenger team, which is running the entire campaign from the agency in Melbourne, Keenan said the hardest part of developing the campaign was making it work across platforms without having to resort to developing an app.

“If it falls over the user experience is gone and that could hurt the brand,” he said.


  • Client: Mars Chocolate Australia
  • Marketing Director: Matthew Graham
  • Brand Manager: Renee Lewington
  • Assistant Brand Manager: Heidi Keller
  • National Sales Manager – Retail: Shaun Thomas
  • Agency: Clemenger BBDO Melbourne
  • Executive Creative Director: Ant Keogh
  • Creative Directors: Evan Roberts and Stephen de Wolf
  • Digital Creative Director: Ben Keenan
  • Art Director: Jackson Harper
  • Copywriters: Shannon Crowe and Jim Robbins
  • Regional Director: Jennifer Chin
  • Group Account Director: Bryce Coombe
  • Senior Account Manager: Sam Ayre
  • PR Director: Nichola Patterson
  • Planning Director: Michael Derepas
  • Senior Planner: Matt Pearce
  • Executive Producer: Sonia von Bibra
  • Head of Interactive Production: Christian Russell
  • Community Manager: Will Barber
  • Senior Digital Producers: Nathan VanderByl and Ben Crowe
  • Digital Producer: Allan Ngo
  • Senior Digital Designer: Adam Hengstberger
  • Senior Developer: Andrew McLagan
  • Senior Full Stack Developer: Sylvain Simao
  • Frontend & Backend Development: Omar Mashaal (CHE Proximity)
  • Backend Development: Andrey Sidorov and Alex Best (CHE Proximity)
  • Technical Director: Bob Watts (CHE Proximity)
  • Project Delivery Lead: Adam Burnell (CHE Proximity)

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