skills/creative-director/references/legendary-campaigns/cards/snickers-hungerithm-2016.md

---
id: snickers-hungerithm-2016
title: "Hungerithm"
brand: Snickers
agency: Clemenger BBDO Melbourne
year: 2016
country: AU
region: apac
industry: cpg
pattern: [P18, P09]
category: digital_product
idea_type: non_advertising
involvement: participation
channel: digital
duration: campaign
goal: [awareness, sales, engagement]
budget: medium
emotion: [ironic_sincerity, surprised, ironic]
emotion_tier: 3
insight_domain: joy
media_epoch: social
awards: [cannes_grand_prix, one_show, multiple]
quality_score: 10
scalability: universal
risk: edgy
confidence: high
quality: canonical
source_url: https://vimeo.com/277569972
---

# Hungerithm (Snickers · 2016)

## Insight
"You're not you when you're hungry" is Snickers' global advertising idea — but it had never been proven in real time. Collective online anger is a measurable proxy for collective hunger; if the internet is furious, people need a Snickers.

## Mechanic
An algorithm monitored Twitter sentiment in Australia in real time — tracking the collective anger level of the internet. The angrier the internet became, the cheaper Snickers got at 7-Eleven: the price dropped up to 82% at peak rage, updating 144 times per day. Users could check the current price at any time.

## Why it worked
Technology as canvas (P18): the algorithm was not a distribution gimmick but a literal instantiation of the brand's advertising idea — it converted the slogan into a working mechanism. User as co-author (P09): every angry tweet became part of the pricing mechanism without requiring direct participation. The idea proved itself by working.

## Steal
Take your brand's core slogan and design a mechanism that executes it in the real world rather than communicates it in media. "Show, don't tell" applied to brand platforms: the idea becomes a product, not a message.

## Related
- Pattern: [[../MOC-pattern.md#p18]]
- Sibling: [[tuvalu-the-first-digital-nation-2022.md|The First Digital Nation]]
- Sibling: [[bing-decode-jay-z-2010.md|Decode Jay-Z]]
- Emotion match: [[absolut-absolut-campaign-1981.md|Absolut _____]]

---

*Author: Serge Shima ([t.me/aimastersme](https://t.me/aimastersme) · [sergeshima.com](https://sergeshima.com) · [aimasters.me](https://aimasters.me)) · License: CC BY 4.0 — attribution required · Source: [smixs/creative-director-skill](https://github.com/smixs/creative-director-skill)*