What is it about confectionery brands that blend so well with creative agencies?
Whether it’s their risk-averse attitude, willingness to focus on features and angles beyond their product or simply having complete confidence in knowing their customers’ needs, I want some. Now.
Last year Cadbury’s gorilla advert was voted the nation’s favourite and, more recently, it landed on its feet again with a successful Milk Tray Man re-launch. That’s in addition to Nestlé’s KitKat giving customers an extra finger free of charge and creating white-noise campaigns to force fans to take a break.
But, that’s old news now. As part of Snickers Australia‘s continued ‘You’re Not You When You’re Hungry’ campaign, it’s teamed up with 7/11 and the Melbourne Institute of Technology to use Twitter to vary the price of its chocolate bars depending on how happy social media users are.
That’s right – the Hungerithm measures negative sentiment on Twitter and updates product prices hundreds of times each day, based on how upset people are.
Technology and partnerships aside, this project is ‘spot on’ for the brand – encapsulating its personality, persona and values which it’s neatly packaged up for its quick-witted ‘shoot-from-the-hip’ audience.
As I write this post, the current Twitter mood is ‘frowny’ (which I can definitely agree with having done a lot of travelling today), meaning Snickers’ stock is currently at $0.99.
But, it’s interesting to note that, despite having thousands of followers, Snickers has relied on word of mouth to spread the marketing message. Since the PR trail began with industry articles on The Drum and Mashable today, it’s not posted a single organic tweet. Instead, it’s opted to pin a third party one.
Having read a couple of interesting articles on influencer marketing recently (including ‘Is it time to call bullshit on influencer marketing?’ by Dom Burch via The Drum) perhaps the brand’s simply admitting that, although it may have the ideas, it recognises it doesn’t have the [natural] distribution methods to cascade its stunt out to the widest-possible audience. Mashable‘s 7m Twitter following dwarfs Snickers’ 4,000, so, in that respect, it’s definitely thought this one through.
Overall, the Hungerithm is a smart piece of social media. It gives the consumer everything (cheap chocolate) for absolutely nothing. No hashtag required; just insane honesty about how they’re feeling.
Although, I do wonder how Snickers Australia could get this digital execution so right, when KFC made such a mighty meaty mistake last month!
What are your thoughts? Are you hungry for more?