To get young people more interested in the Arctic environment of the endangered Polar Bear, Leo Burnett Chicago created an app for Coca Cola that has users start virtual snowball fights with friends. Players download the Snowball Effect app either from Facebook or from a code on 7-Eleven cups, select Facebook friends to fight with, and fling snowballs at profile images that get shared with an snowball-impact overlay. The user’s friends are then invited to ‘get back’ with a snowball barrage of their own. To spread the message about Coke’s conservation efforts, a message displays before each battle with information about Polar Bears and their habitat.
The app contributed to a 20% rise in Coke sales at 7-Eleven locations, which helped raise $1.7 million for arctic conservation. More than 50,000 snowball fights were started in nine weeks that spread the Arctic Home message 12 million Facebook users. And to top it all off, Coke named Snowball Effect the all-time best retail campaign in its 125 year history. This campaign shows that ’cause marketing’ really works when brought to passionate young people’s native space, social and mobile. Watch the video below for an overview of the campaign.
PSFK has partnered with Google’s Creative Sandbox, a gallery of the best and most creative projects in advertising, to bring you ideas and inspiration for the new year. See more work from the Sandbox here and submit your own work.