In what became Snickers most successful promotion ever, the brand created the Hungerithm, an algorithm that monitored the sentiment of thousands of Australian social media users and automatically adjusted the price of a Snickers bar as the anger levels went up. Users could lock in the price and use bar-code scanning at any 7-Eleven store to purchase the candy at that price.

The price of a Snickers changed more than 5,000 times during the five-week campaign and generated 30 million media impressions, leading to a 1,740% increase in social traffic and sales increase of 67%.