Snickers' 'Hungerithm' Gauges the Mood Online to Set Store Prices
Laura McQuarrie — June 2, 2016 — Marketing
References: wersm & snickers.au
The 'Hungerithm' is a unique activation from Snickers that promises that an angry Internet equals cheaper Snickers snacks.
Since the Internet is often used as a channel for rants and a place to anonymously take out frustrations on other users, Snickers sought out a clever way to turn a negative into a positive with a unique algorithm. The Hungerithm supports the ongoing 'You're Not You When You're Hungry' campaign and monitors the "mood" of the Internet in order to offer discounts on Snickers at 7Eleven locations. When a user downloads the Hungerithm app, they are able to snag a candy bar for as low as $0.50 by capturing an on-screen voucher when anger is detected on the Internet.
Just like this initiative from Snickers, other retailers and restaurants have adopted systems that will allow consumers to enjoy a drop in prices based on the weather and other factors.
Since the Internet is often used as a channel for rants and a place to anonymously take out frustrations on other users, Snickers sought out a clever way to turn a negative into a positive with a unique algorithm. The Hungerithm supports the ongoing 'You're Not You When You're Hungry' campaign and monitors the "mood" of the Internet in order to offer discounts on Snickers at 7Eleven locations. When a user downloads the Hungerithm app, they are able to snag a candy bar for as low as $0.50 by capturing an on-screen voucher when anger is detected on the Internet.
Just like this initiative from Snickers, other retailers and restaurants have adopted systems that will allow consumers to enjoy a drop in prices based on the weather and other factors.
Trend Themes
1. Real-time Discounting - Opportunity for retailers to gauge online sentiment in real-time to offer discounts and promotions on their products.
2. Emotion Analytics - Opportunity for companies to use algorithms that can gauge emotions expressed online to optimize promotions and create targeted marketing campaigns.
3. Weather-based Pricing - Opportunity for retailers to implement dynamic pricing based on weather conditions, such as offering discounts on cold drinks during hot weather.
Industry Implications
1. Retail - Retailers can leverage real-time discounting and weather-based pricing to create a unique in-store experience that attracts and retains customers.
2. Marketing - Marketing agencies can provide emotion analytics solutions to help companies optimize their promotions and tailor their messaging to specific audience segments.
3. Hospitality - Restaurants and bars can implement real-time discounting and weather-based pricing to attract more customers during slow periods and improve revenue streams.
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