Data. Everyone knows it's important, but nobody wants to come anywhere near it. Hold that yawn. Let this Snickers campaign change your mind about data.
Most of us are familiar with the Snickers tagline, "You're not yourself when you're hungry." Most of us are also familiar with how angry the internet can get. Perhaps people are just hangry on the internet?
That's the direction Snickers went with when they built their 'Hunger-ithm' - an algorithm that tracks the mood of the internet and changes the price of Snickers bars at 7/11 stores accordingly in real-time. The angrier the internet was, the cheaper the price of Snickers.
Here's how it went down:
This is a great use of data to build a fun and engaging campaign. There are billions of data points available to us on the internet. If we try to harness even a small portion of it in a creative manner, we could build great marketing campaigns. Never shelf an idea just because you think it's too technical or difficult to execute. You might be depriving the world of greatness.
Snickers, while showing us an amazing way to use data, also tapped into some aspects of mood marketing for their campaign.
Mood marketing is the concept of emotionally connecting with your audience by using behavioural data and contextual cues to determine the mood or emotional state they are in, and serving them marketing messages accordingly. This is a powerful tool to build brand association so that people recall your brand when they are feeling certain emotions.
You might use varying degrees of mood marketing for your campaigns. You can keep it simple and fun like Snickers did, or try to build deeper emotional connections and memory codes with your audience.
I hope this campaign inspires you to use data more confidently and creatively, and to consider the mood of your audience when planning your next campaign!
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