WWF | All For Bear

Objective

WWF launched an interactive online game to draw global attention to polar bear conservation and encourage public participation in species protection efforts. The campaign aimed to generate both awareness and support through viral social media engagement, turning individual actions into tangible conservation contributions.

Solution

Users visited allforbear.com where each click on blue sea areas transformed water into ice floes for polar bears. The game employed a Pay-With-A-Tweet mechanism: every click automatically generated shareable links for Facebook, Twitter, and VK.com, allowing players to 'purchase' ice habitats by sharing the campaign with their networks. Participants supported polar bear preservation programs while helping the campaign spread virally. The site was built with HTML5 and integrated social sharing to amplify reach without traditional media spending.

Results

The campaign reached over 6 million people through social networks alone, achieved without any paid media support. PR equivalent value in earned media coverage reached approximately $1,000,000. The viral organic growth demonstrated the effectiveness of the game mechanic in driving both engagement and environmental awareness.