Coke wanted to get young adults involved in Arctic Home, an effort by Coca-Cola to protect the polar bear and its habitat. Our idea Snowball Effect, a free mobile app that lets you spread the word about it by starting virtual snowball fights with Facebook friends. And since no one wants to back down from a fight - especially one for a good cause - challenges spread from friends to friends.

Launch the campaign
Published
February 2013
Topics

The Story

Coke wanted to get young adults involved in Arctic Home, an effort by Coca-Cola to protect the polar bear and its habitat. Our idea Snowball Effect, a free mobile app that lets you spread the word about it by starting virtual snowball fights with Facebook friends. And since no one wants to back down from a fight - especially one for a good cause - challenges spread from friends to friends.

We really wanted to get young adults to be more interested in Arctic Home. So instead of guilt-tripping them into it, or asking them to do their part, we brought the campaign to them where they are"îmobile gaming and social media. We combined the two together to make a win-win, something that was fun to play and raised awareness about the plight of the polar bears.

The Technology

The Results

Snowball Effect increased sales at 7-Eleven by more than 20%, contributing to the $1.7 million raised for Arctic Home. In just 9 weeks, players started more than 50,000 snowball fights and helped spread the Arctic Home message to more than 12 million Facebook friends. It was awarded a 2012 One Show Entertainment Gold Pencil, a 2013 FWA Mobile of the Day, 2012 Young Guns Shortlist, and a 2012 National ADDY Gold. Coke named it the all-time best retail campaign in its 125 year history.

8

team members working on this project

375

tears of joy

5

food categories replaced by Chinese takeout

Launch Date 1 November 2011