Social Media

Snickers and 7/11 team up for interactive 'Hungerithm' Twitter campaign


By Rebecca Stewart | Trends Editor

May 24, 2016 | 3 min read

Snickers has teamed up with 7/11 for an interactive campaign which sees prices of the brand's flagship chocolate bar lower when the internet gets angry.

Literally feeding on the rage of Twitter users, the confectionery maker has teamed up with the Melbourne Institute of Technology to create the 'Hungerithm' algorithm; which tracks the mood of online commentators and changes the price of a Snickers accordingly.

The website coincides with the brand's wider, 'You're Not You When You're Hungry' campaign.

snickers angry ad campaign

Monitoring negative sentiment on Twitter, the website scans 100,000 social posts a week and updates the price 144 times daily. The crabbier the internet gets, the cheaper a Snickers will be at any Australian 7/11 store. The cost can be slashed by as much as 80 per cent.

snickers angry campaign

The Hungerithm pin points moments of fury, and displays tweets from disgruntled users to showcase the general mood online. Users can redeem their sweet treat using a special barcode generated for mobile via the website.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up
Social Media

More from Social Media

View all


Industry insights

View all
Add your own content +