MARS Chocolate logo

MARS Chocolate

Snickers Hungerithm, stock exchange for chocolate bars

  • Role Technical Director
  • Stack Vue.js, Webpack, Html5, Sass, JavaScript, Spritz.js, D3.js, GraphQL, Node.js, AWS services
  • Agency Clemenger BBDO

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.

Funny illustration showing tweets from people wanting some Snickers chocolate bars

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.

My role

As Technical Director, my role involved to:

  • Liaise with internal and external stakeholders to help with creative, scoping, client pitches, and global markets negotiations.
  • Design and architect the end-to-end solution for global rollout across Australia, America, Russia, Europe and South-East Asia.
  • Lead a small team of x3 developers and a tester to build, test and deploy the project worldwide.
  • Prototype solutions for the unknowns and the most complex parts of the build.
Screen from the web experience, with a graph of the Snickers chocolate bars fluctuating price

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.
Three screens from the mobile web experience


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.

Animated GIF showing various screens from the web experience

The interactive client-side interface was built with VueJS 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 on Amazon AWS using infrastructure-as-code. With a centralised GraphQL API and a serverless architecture leveraging services likes Fargate, Aurora, Lambda, S3 and CloudFront. Designed to be easily deployed in different regions and markets.

Photo of a man holding a smartphone, with a redeemed Snickers coupon on the screen