Snickers is again activating its Hungerithm consumer promotion. US shoppers will be able to enjoy coupon discounts at 7-Eleven stores.
For a second consecutive year, Snickers is bringing back Hungerithm, an engagement tool designed to monitor the mood of the internet. When consumers drop hints of hunger online, the brand’s coupon discount increases in real time at participating 7-Eleven stores across the United States.
As people tweet, snap, and post through crowded airports, endless checkout lines, and awkward dinner conversations during the holidays, the brand is adding a fun twist to ‘hanger’ moments. The platform allows one to lock in the price of a Snickers bar and redeem the same through a coupon.
Fans can lend their attention to the phenomenon via a dedicated microsite. Shoppers can learn more using in-store materials which explain the programme. The consumer promo has just begun and is slated to run until 31 December.
Originally piloted in Australia 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 against a list of over 3,000 commonly used words and phrases.
“Hungerithm is a fun way to navigate this time of year, offering that moment of satisfaction when you need it most,” said Josh Olken, Brand Director of Snickers. The programme determines sentiment and captures a snapshot of how people are feeling. As ‘hanger’ rises, so does the coupon value.