Page 48 - The EDIT | Q3 2017

48
Ideas
Hungerithm | Mars Chocolate Australia
Gold Media, Mobile, Direct and Cyber Lions
The campaign featured a hunger-algorithm that monitored online mood and priced Snickers at 7-Eleven accordingly. The angrier the Internet was, the cheaper Snickers became. The algorithm was built on a 3,000-word lexicon, analysing over 14,000 social posts and updating prices over 144 times daily. People could monitor the mood online and generate an instant barcode directly to their mobile to redeem at a nearby 7-Eleven, turning the price
of Snickers into a medium worth following and beat out the noise of in-store discounting by making sales before customers even entered the store.
You’re not you when you’re hungry
“What they did was change the price of a Snickers bar depending on how angry the internet seemed according to various different data feeds — obviously that fits in really well with the global positioning of Snickers that “you’re not you when you’re hungry”,
so when people were feeling angry they would bring down the price of a Snickers bar. I think they changed the price of a snickers bar over the campaign period something like about 60 times. It was a really good combination of a data feed and something that was highly creative in a media environment.”
Mike Cooper, Worldwide CEO
http://bit.ly/2x5sUqg
Bradshaw Stain | P&G
Gold Media and Promo & Activation Lions
#BradshawStain was the first Super Bowl ad to
blur the lines between broadcast and commercial. During the live broadcast, America saw NFL Legend and Fox commentator Terry Bradshaw with a stain on his shirt. In a matter of seconds, the stain became a celebrity and trended on social media.
Become the most loved brand of the SuperBowl
“I loved the Tide super bowl campaign because detergent is such a boring category; it injected some real energy and enthusiasm. This famous Super Bowl presenter has a stain on a shirt which everybody is tweeting about and then at half time he goes off and gets it washed and comes back with a brilliant white shirt. It was beautifully executed and I thought that was really outstanding.”
Mike Cooper, Worldwide CEO
http://bit.ly/2x3ZpUj
Role of comms: ACTIVATING
Role of comms: IMPACTING
THE EDIT ISSUE 7 | Q3 2017