Mars ChocolateSnickers Hungerithm

The Hungerithm is like a stock exchange for Snickers chocolate bars. Prices of the bars fluctuate in real-time, based on the online mood of the internet.

When anger goes up, Snickers prices goes down at every 7-Eleven stores. Prices are updated 144 times a day, and drop as low as 82% off the normal shelf price.

Clemenger BBDO Melbourne
Vue.js, Webpack, Html5, Sass, ES6 JavaScript, Spritz.js, D3.js, GraphQL, Node.js, AWS services
Technical Director

My role

Liaised with both internal and external stakeholders to help with creative, scoping, client pitches, and global markets negotiations.

Architected the end-to-end solution for a global rollout across multiple regions and markets (Australia, America, Russia, Europe and South-East Asia).

Led a team of x3 developers and x1 tester to develop, test, deploy and maintain the project.

Developed core services and libraries to help with the most complex parts of the build.

Winner of 6 Gold Cannes Lions, plus awarded on Webby Awards.

Key results

67% sales increase in Australia.

30 millions media impression and 1,740% rise in social traffic after the initial launch.

Won multiple awards, including a Gold Cannes Lion and a Webby Award.

Technology

Built upon Google Deep Learning models for Natural Language, the Hungerithm is a bespoke service scanning over 14,000 Twitter posts a day. The mood of the internet, affecting the chocolate bars price in real-time, is calculated by extracting sentiment and processing the output into a bespoke algorithm that can normally distribute and deviate results over time. It can understand slang, sarcasm, emoji’s and differences in context.

The interactive client-side interface was built with Vue.js and allowed customers to monitor fluctuating prices and redeem coupons in real-time. Engineered around AA accessibility requirements and the ability to switch locales, currencies, and reading direction based on local market needs. A bespoke interface was also created for community managers to moderate all public content appearing on the client-side interface.

The infrastructure was built and deployed as code for Amazon AWS. With a centralised GraphQL API and a serverless architecture leveraging services likes Fargate, Aurora, Lambda, S3 and CloudFront. Designed to be easily deployed for different regions and markets.