案例库 · 战略与领导 · 市场决策 · 2016
这条还没译成中文，下面是英文原文。
Mars let the internet's anger set the price of a Snickers bar.
Clemenger BBDO built Hungerithm, an algorithm that read social media mood and cut Snickers prices at 7-Eleven whenever the internet got angrier.
Mars Australia · Clemenger BBDO
那一手
The Australian confectionery category had been shrinking since 2007, and Snickers needed to matter to Millennials who cared more about price than brand storytelling. The agency's idea was to stop narrating the hunger insight and start running it.
Hungerithm monitored the internet's collective anger with a 3,000-word list, assessing about 14,000 social posts a day for slang and sarcasm, and adjusted the Snickers price at 7-Eleven accordingly. The angrier the internet got, the cheaper the chocolate became.
Reactive social content announced price drops, mobile vouchers were saved to phones, and redemption at 7-Eleven completed the loop. The tagline stopped being a claim and became a live, checkable rule about how the product actually behaves.
为什么管用
- It made an abstract emotional claim measurable and visible to a price-driven audience
- Real-time price updates created news, so the campaign earned coverage it did not buy
- A voucher and 7-Eleven redemption tied digital sentiment to a physical purchase
- The tagline became the mechanism, so the idea set its own price
可以搬走什么
A line that describes a problem you sell for can be turned into the mechanism that prices itself; making the idea literally operate is more convincing than repeating it.
后来呢
Snickers sales rose by 67%, social traffic around the brand lifted roughly 2,000%, and 7-Eleven Snickers sales grew 19.25%. More than 5,000 price changes ran during the campaign, and the work swept effectiveness and data awards, including Effie recognition, before later being retired.
资料来源
- How We Turned Internet Rage into Snickers Sales
- Clemenger BBDO Melbourne And Mars Create New Snickers 'Hungerithm'
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