In Australia, Snickers is teaming up with 7-Eleven to decrease the price of Snickers bars when people are in a bad mood. Using a tool that gauges the mood of the internet, they adjust the price of the candy bar in real time. It was created by Clemenger BBDO and analyzes 14,000 posts a day to determine when the general population is in a bad mood, and can drive a decrease of up to 82% off. The discount is updated 140+ times a day, depends on how bad of a mood everyone is.
Once the mood is low, you can access a coupon for the reduced Snickers on your phone, and find your nearest 7-Eleven.
Why it’s Hot:
This execution fits in perfectly with “You’re Not You When You’re Hungry” and merges online and offline in a way that most brands are striving for.
Additionally, the mood targeting tool they’ve built is very robust and helps them be a bigger part of culture. They potentially turn a negative online conversation about a news event into a conversation about $.50 Snickers.
And did I mention, they’re hinting at expansion outside of Australia? It may help us deal with the election.