The holiday season can be as stressful as it is fun — especially for people on the internet — but Snickers lovers have a chance to gain from it.
For the second year, Mars Wrigley Confectionery and Snickers have brought back the Hungerithm tool, which monitors the mood of the internet. When consumers drop hints of hunger online, the coupon discount of Snickers increases at participating U.S. 7-Eleven stores in real time.
"The holidays can be a stressful time for everyone, and the internet reflects the mood of the season," said Josh Olken, Snickers brand director. "'Hungerithm offers a fun way to navigate this time of year with Snickers, offering that moment of satisfaction when you need it most."
Beginning Nov. 7 and running through Dec. 31, Snickers fans can visit the Hungerithm page 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. In-store signage explains the program to shoppers.
Originally piloted in Australia 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-plus 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.
"Many 7-Eleven customers stop by to treat themselves during a busy day – whether it's after school, taking a break from work or, at this time of year, holiday shopping and activities," said Andrew Lee, 7-Eleven confectionery senior manager. "Snickers is a satisfactory treat at any price, but customers should definitely take advantage of Hungerithm's sweet discount on their favorite chocolate candy bar."