Arc$c  Home  Idea  

Develop  a  galvanizing  act  to  raise  awareness  of  the  polar  bear  and  generate  funding  for  its  protec7on  

MCR

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Bringing  Arc$c  Home  to  7-­‐Eleven  

Keep the love!Be relevant to all!Quench their thirst!

Get people into the store!Get them to buy more!Get them to buy more often!

It’s  a  Symbio$c  Rela$onship  

What  we  needed  to  do  

Deliver a distinctive campaign for 7-Eleven that falls out of the national program!!

Leverage each other’s strengths!!

Build credibility together!!

Drive profitable sales!

HOW  CAN  A  SLURPEE    SNOWBALL  INTO    

A  NATIONAL  MOVEMENT    FOR  THE  POLAR  BEAR?  

Take  part  in  a  na+onal  snowball-­‐building  compe++on  to  spread  awareness  for  the  polar  bear  and  get  rewards  

along  the  way  

Snowball  Effect  reached  consumers  inside  and  outside  7-­‐Eleven  stores,  so  they  could  make  a  difference  wherever  

they  were  

Scan  QR  Code   Download  Snowball  Effect  App    Play  Snowball  Fight  Game  

Grow  Your  Snowball    Challenge  Friends   Win  Prizes  

The  Snowball  Effect  journey  

•  Download  QR  code  from  in-­‐store  signage,  Slurpee  &  Big  Gulp  cups,  the  App  Store  or  arc7chome.com/7-­‐Eleven  

•  Earn  points  and  grow  the  snowball  by  purchasing  Slurpee,  Big  Gulp,  Coca-­‐Cola  packs,  or  by  checking  in  at  7-­‐Eleven  stores  

•  Challenge  Facebook  friends  to  a  virtual  good  old-­‐fashioned  snowball  fight    

•  Grow  a  snowball    

•  The  more  points,  the  bigger  the  “snowball  effect”  grows  and  the  more  awareness  raised  

Unprecedented  ac$va$on  for  7-­‐Eleven  

In-­‐store  

   

Approximately 3.6MM cups driving app download

Approximately 4.5MM cups driving app download

Custom Slurpee Cup and Promotional “Snowball Blast” Flavor

Exclusive App

Themed Big Gulp Fountain Cup

CDN and Bus

Shelters

Out of Store

FC Activation

Exposure on 31 endpoints in 16 markets which results in over 6.8 million impressions

More than 4 MM unique daily impressions More than 4 MM social media impressions

Vault Activation

PR

All  in  all,  99%  ac$va$on  

   

Significant incremental traffic to 7-Eleven!!Increased frequency and size of purchase!!Unprecedented activation for 7-Eleven (6,500 outlets)!

And 7-Eleven loved it…and so did we!

!

!

Results  

The  Snowball  Effect  helped  snowball  a  wonderful  idea  and  

worthwhile  ini$a$ve