HACKETTSTOWN, N.J. — For the second year in a row, Mars Inc.’s Snickers is bringing back “Hungerithm,” a tool that monitors the mood of the internet. When consumers drop hints of hunger online, the coupon discount of Snickers increases at participating  7-Eleven stores in real time.

“The holidays can be a stressful time for everyone, and the internet reflects the mood of the season,” said Snickers brand director Josh Olken. “‘Hungerithm’ offers a fun way to navigate this time of year with Snickers, offering that moment of satisfaction when you need it most.”

To track the mood of the internet, as well as lock in the price of a Snickers bar that can be redeemed in the form of a coupon at participating 7-Eleven stores, fans can visit www.Hungerithm.com. In-store signage explains the program to shoppers. The promotion began on Nov. 7 and will be live through 11:59 p.m. EST on Dec. 31.

Originally piloted in Australia 7-Eleven stores to critical acclaim, Hungerithm was developed by Clemenger BBDO Melbourne under the “You’re Not You When You’re Hungry” campaign. The algorithm checks social media posts in real time against a list of 3,000+ commonly used words and phrases to determine sentiment and capture a snapshot of how people are feeling. It even understands slang and sarcasm. As “hanger” goes up, the coupon value goes up too.

“Many 7-Eleven customers stop by to treat themselves during a busy day — whether it’s after school, taking a break from work or, at this time of year, holiday shopping and activities,” said 7-Eleven confectionary senior manager Andrew Lee. “Snickers are a satisfactory treat at any price, but customers should definitely take advantage of Hungerithm’s sweet discount on their favorite chocolate candy bar.”