First Edition

MadBytes #1: This Campaign Changed Prices 5000+ Times… Based on Internet Mood.

Took us a second, too.
Snickers had a wild thought:

“What if we priced chocolate based on how angry people are online?”

So they built Hungerithm.
A system that didn’t just “track mood”, it engineered it.

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social posts Analysed daily

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word sentiment lexicon

24/7

Ran live on snickers.com.au

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Prices updated in just 5 weeks

But here’s where it gets interesting:

Users could generate a 7-Eleven barcode directly on their phones and grab a Snickers at that live price in-store!

And suddenly…
People weren’t just buying chocolate. They were tracking internet mood like a live scoreboard.

That’s when a campaign stops being a campaign and starts becoming behaviour.

Safe to say… this one did more than just “engage.”
And while some ideas live on screens… Others need to be built where people actually show up. and starts becoming behaviour.

More anger = cheaper Snickers

Less anger = normal price

MadBytes #2: Executing One Celebration at Multi-City Scale

(PS. We like our challenges… multiplied)

Campaigns like Hungerithm show what’s possible, When ideas are pushed far enough.

But great ideas don’t just live online.

Sometimes, they need to be built.
Experienced.
Felt.

For the Sanmar Group’s 50th Anniversary – Family Day,
We weren’t planning an event.

We were building five full-scale experiences. Literally!

Across:

Different cities.

Different Languages.

Different cultures.

Same expectation:

"Make it unforgettable."

Here’s what people saw:

buzzing sports arenas
high-energy game zones
adventure setups
live caricature artists
music, DJs, performances
families, teams, kids, all in one big celebration

A full-day experience that felt effortless.

Here’s what they didn’t see:

Weeks of planning across cities.
Multiple vendor ecosystems.
Parallel timelines running like a puzzle.
City-specific customisation (because what works in Mumbai may not land in Jamnagar).
Language, logistics, permissions, and people management - all happening at once.
families, teams, kids, all in one big celebration

And one thing that made it all work:

Madmaze

Your one-stop partner, pan-India

Make every city feel like THE Main Event. The Same Experience.

Because consistency at scale?
That’s where most events fall apart.

But ours didn’t. Because behind every “fun family day” is:

What This Really Means

Anyone can plan an event.

But when you can:

That’s when it becomes more than event management.

That’s when it becomes execution at scale.

A Small Thought Before You Go

Whether it’s a campaign reacting to the internet… or an event running across five cities…

The idea is just the start.

Execution is everything.

Leave it to the pros… Us!

A little Mad Musing before you go

If this got you thinking about how brands create real experiences beyond screens…

Here’s a read from our Mad Musings you might enjoy:

Experiential Marketing Through Events: How Brands Create Lasting Impressions

Because sometimes, the real magic happens when people don’t just see a brand… they experience it.