Snickers launches pricing algorithm based on social media outrage
Mars Chocolate Australia has launched a platform that monitors ‘mood’ on social media and adjusts the price of a Snickers bar accordingly – the angrier the mood, the lower the price.
The ‘Hungerithm’ determines online mood by analysing more than 14,000 social posts a day. It understands slang, sarcasm and variations in context and prices are updated over 140 times a day. The general mood of the internet is established through ‘moods’ and price points, ranging from “Kinda meh” (58 per cent off the shelf price) to “Losing it” (82 per cent off).
Snickers marketing manager, Renee Lewington, said the Hungerithm will be monitoring the online pulse of Australia until June 27 – right before the Federal election is decided.
“We think contentious times like an election are when people need the Hungerithm most. It lends itself perfectly to the moody tendencies of the internet,” she said.
“We’re hoping this shows Aussies that Snickers is on their side during trying times, and we plan to satisfy even more hungry customers by rolling out the Hungerithm globally in 2017.”
The Hungerithm was created in conjunction with Clemenger BBDO Melbourne. Executive creative director Ant Keogh said, “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 benefits of a Snickers to life.”
To claim the bar, consumers need to visit Snickers.com.au on a mobile device and click “Get a Snickers” to generate a unique barcode, redeemable at any 7-Eleven store Australia-wide. No downloading apps or printing vouchers is required.
This story first appeared on sister site, Inside FMCG.