Snickers rewards internet outrage
Philip Ellison 27 May, 2016 at 03:05
“You’re not you when you’re hungry.” The Snickers tagline is familiar to pretty much everyone, and the brand is now going even further to save its customers from hunger-induced grumpiness.
Introducing the “Snickerithm,” recently launched in Australia, which gages people’s overall mood online and adjusts in-store Snickers prices accordingly. The thinking here is that, if you’re peckish and peeved, a cheap chocolate bar will be just the thing to cheer you up. And if there’s one thing that you can always count on, it’s that people on the internet are going to be angry about something.
The natural language processing algorithm sifts through approximately 14,000 posts on social media each day, using a lexicon of 3,000 relevant terms to determine the general mood of users, and feeding that information to 7-Eleven stores across the country.
The price of a Snickers bar can change as often as 140 times a day, shifting with public sentiment. “For example, if Donald Trump receives Republican Party endorsement, the price of a Snickers could plummet to 50 cents,” the brand explains.
At the time of writing this, the web went from “frowny,” with a set price of $0.99, to “kinda meh,” rising by 15 cents in 15 minutes, according to the Snickerithm webpage.