1. Arc$c
Home
Idea
Develop
a
galvanizing
act
to
raise
awareness
of
the
polar
bear
and
generate
funding
for
its
protec7on

2. Arc$c
Home
Support
PUBLIC
RELATIONS MCR
PRINT PACKAGING
SOCIAL RETAIL
TELEVISION CDN/OOH
CINEMA
MEDIA RADIO
DIGITAL
MOBILE

3. The
site—a
virtual
arc$c
environment

4. 3D
Environment

5. Content
in
the
3D
environment

6. Bear
Tracker

7. Live
video
feed

8. Spreading
the
word

9. The
New
York
Times
thumb
print
takeover

11. Thumbprints
11

12. Huffington
Post
Auto-­‐Expansion

13. Bear
Tracker
Bear
Facts

14. Red
Turns
White

15. Red
to
White

16. Mobile
Animated
Ads

17. Arc$c
Panorama
iAd

24. Bringing
Arc$c
Home
to
7-­‐Eleven

25. It’s
a
Symbio$c
Rela$onship
Get people into the store!
Get them to buy more!
Get them to buy more often!
Keep the love!
Be relevant to all!
Quench their thirst!

26. 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!

27. HOW
CAN
A
SLURPEE
SNOWBALL
INTO
A
NATIONAL
MOVEMENT
FOR
THE
POLAR
BEAR?

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

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

30. The
Snowball
Effect
journey
Scan
QR
Code
Download
Snowball
Effect
App
Play
Snowball
Fight
Game
Challenge
Friends
Grow
Your
Snowball
Win
Prizes

31. • 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

32. • 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

35. Unprecedented
ac$va$on
for
7-­‐Eleven

37. In-­‐store

39. All
in
all,
99%
ac$va$on
Exposure on 31 endpoints in 16 markets
Approximately 3.6MM cups which results in over 6.8 million impressions
driving app download
Exclusive App
Custom Slurpee Cup CDN and
and Promotional Bus
“Snowball Blast”
Flavor Shelters
Approximately 4.5MM cups Themed Big
driving app download Gulp Fountain PR
Cup
More than 4 MM unique daily impressions
More than 4 MM social media impressions
FC
Activation Out of
Store
Vault Activation

40. Results
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!
!

41. The
Snowball
Effect
helped
snowball
a
wonderful
idea
and
worthwhile
ini$a$ve