Snicker's brings back Clemenger BBDO Melbourne's award-winning 'Hungerithm' promotion at 7-Eleven stores in the US

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For the second year in a row and just in time for the holidays, Snickers in the U.S. is bringing back 'Hungerithm,' a tool that monitors the mood of the internet. When consumers drop hints of hunger online, the coupon discount of Snickers ncreases at participating U.S. 7-Eleven stores in real time.

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 will be live through midnight Dec. 31, 2018.

Originally piloted in Australian 7-Eleven stores in 2016 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.
"The holidays can be a stressful time for everyone, and the internet reflects the mood of the season," said Josh Olken, Brand Director, Snickers. "'Hungerithm' offers a fun way to navigate this time of year with Snickers, offering that moment of satisfaction when you need it most."


ORIGINAL CAMPAIGN CREDITS:

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)


Animation by Jacky Winter Group/Flutter
Director: Domenico Bartolo
Producers: Li Liang Johnson, Su Mei Chia
Artist: Mike Jacobsen
2D Animation & Compositing: Stephen Elliget, Chris More, Ash Millott

3 Comments

Henry said:

Two years on this is still a corker of an idea!

Remember? said:

Remember when Clems were good?

Legit said:

One of my all-time favourite campaigns.

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