Polar Bear Plunge

Objective

San Diego Zoo launched the Polar Bear Plunge in 2010 to promote the opening of the new Conrad Prebys Polar Bear Plunge exhibit while raising awareness about climate change's impact on polar bears. The campaign aimed to educate the public about conservation challenges facing Arctic wildlife and translate global concerns into personal environmental action.

Solution

The campaign combined online and physical experiences. Users pledged to reduce their carbon footprint through actions such as recycling electronics, using cold water for laundry, or purchasing energy-efficient appliances. Each pledge triggered virtual Arctic ice to grow in the game interface and was shared to users' Facebook profiles. The experience featured a real-time temperature display from Barrow, Alaska, and a personal carbon calculator. At the zoo, visitors encountered interactive polar bear statues and a physical polar bear den experience, creating a bridge between digital commitments and tangible habitat conservation.

Results

Published recognition in Communication Arts as a webpick and featured in The FWA case study database. Specific engagement metrics such as the number of participants, pledges collected, or measurable conservation outcomes were not disclosed in available public sources.