How Snickers Used Social Media Outrage to Fuel the Year's Most Innovative Media Plan

Its hunger algorithm drove the candy's price

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Adweek’s Media Plan of the Year honorees include the most innovative media plans from around the world. Here, our Best in Show winner:

MediaCom | Mars Chocolates, Hungerithm

Categories: Best in Show; Campaign ($5-10 million); Best Use of Social ($2 million +); Best Use of Data

Beware the dreaded blood-sugar drop and the awful things that can happen as a result. But what if hunger plus anger could somehow become an advantage instead of an albatross?

For the next evolution of Snickers’ longtime tagline, “You’re not you when you’re hungry,” MediaCom Melbourne and BBDO linked the public’s general irritability—as measured by internet chatter—with the price of Snickers.

AW+

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This story first appeared in the Sept. 18, 2017, issue of Adweek magazine. Click here to subscribe.