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

Snickers’ 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.