ogsf mon 1400 anders pers.ppt
TRANSCRIPT
Arc$c Home Idea
Develop a galvanizing act to raise awareness of the polar bear and generate funding for its protec7on
MCR
PACKAGING PRINT
SOCIAL RETAIL
TELEVISION CINEMA
CDN/OOH
RADIO MEDIA DIGITAL MOBILE
PUBLIC RELATIONS
Arc$c Home Support
The site—a virtual arc$c environment
3D Environment
Content in the 3D environment
Bear Tracker
Live video feed
Spreading the word
The New York Times thumb print takeover
Thumbprints
11
Huffington Post Auto-‐Expansion
Bear Tracker Bear Facts
Red Turns White
Red to White
Mobile Animated Ads
Arc$c Panorama iAd
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