Coca-Cola Snowball Effect
Open the game- Brand
- Coca-Cola
- Year
- 2012
- Objective
- Awareness
- Industry
- Food & drink
- Mechanic
- Multiplayer
- Platform
- App
- Agency
- Ted Perez and Associates
Objective
Coca-Cola and 7-Eleven partnered to drive Arctic Home—a campaign supporting WWF's polar bear habitat conservation. Launched during the holiday season, the initiative aimed to mobilize consumers through a playable experience, donate funds to environmental protection, and increase sales at 7-Eleven's 6,400 U.S. stores.
Solution
Snowball Effect was an iPhone/iPad app where users earned points through three mechanics: playing virtual snowball fights with Facebook friends, entering product codes from specially-marked packaging, and checking in at 7-Eleven locations. The app required Facebook login and Slurpee Rewards membership. Players competed for weekly iPad prizes and a grand prize Arctic trip. Donations were triggered through code entry at ArcticHome.com—each code unlocked a $1 contribution, matched dollar-for-dollar by Coca-Cola. A limited-edition Sprite Snowball Slurpee flavor at 7-Eleven complemented the digital experience. The app was distributed via the App Store, QR codes on cups and signage, and promotional integrations across 7-Eleven.com and Slurpee.com.
Results
Coca-Cola matched all donations through March 15, 2012, up to a total of $1 million.
