Snow ball effect case study
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The document outlines a case study of a marketing campaign called "Arctic Home" launched by Coca-Cola and 7-Eleven to engage millennials through mobile platforms. The campaign leveraged each company's strengths and used a "snowball effect" framework involving participation, sharing, and buying through promotional cups, an exclusive app, billboards, and social media to drive traffic, increase purchase frequency and size, and provide unprecedented brand activation across 6,500 7-Eleven stores. The results showed the snowball effect helped grow the initiative for both Coca-Cola and 7-Eleven.
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Snow ball effect case study
- 1. Case Study: Building a Snowball Effect November - December 2011
- 4. It’s a Symbiotic Relationship Get people Get them to buy more Get them to buy more often Get people to love us Be relevant Quench their thirst
- 6. Arctic Home
- 7. Bringing Arctic Home to 7-Eleven 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
- 8. Engaging Millennials (18-34) on their Terms They all have smartphones Over index everything but talking texting, taking pictures, browsing online, downloading apps and playing games More active in group collaboration like gaming communities and being active fans of celebrities and brands They’re all on Facebook
- 9. Mobile is the definitive way Coca-Cola could effectively reach and engage Millennials in 7-Eleven stores
- 11. Framework for Success PLAY BUY SHARE PARTICIPATION
- 15. Custom Slurpee Cup and Exclusive App Billboards and Bus Shelters Promotional “Snowball Blast” Flavor Exposure on 31 endpoints in 16 markets Approximately 3.6MM cups drove Snowball fights to spread the word! which results in over 6.8 million impressions app downloads valued at over $120,000 Public Relations Themed Big Gulp Fountain Cup 6,500 outlets Approximately 4.5MM cups drove app downloads More than 4 MM unique daily impressions More than 4 MM social media impressions End Cap & Coupon Vault Activation Out Of Store
- 16. Results Drove incremental traffic to 7-Eleven Increased frequency and size of purchase Unprecedented activation for 7-Eleven (6,500 outlets) And 7-Eleven loved it
- 17. The Snowball Effect helped snowball a wonderful idea and worthwhile initiative
- 18. Thank you Anders Pers, Coca-Cola Molly Garris, Arc Worldwide
Editor's Notes
- A: Although we’re here in warm Key Largo, we’d like to take you in someplace really COLD for this session:
- A: Retail: where success relies on getting an end cap to merchandise. They’ve got to see you. But the retailer controls that window and she’ll only give you the exposure if it’ll benefit her business. Naturally. So my job is to make the case for her that displaying Coke is good business. That’s the premise.
- A: 7-Eleven also wanted to make sure they go the so-called millennials in the store.For us, we want to continue to build love for the world’s strongest, most recognized and loved brand on the planet. We want to stay relevant to all people. And we want to quench their thirst
- A: There’s no doubt that tried-and-true point of sale presence is key to driving business for Coke but technology is here that allows shoppers to connect with brands and retailers before, during and after their shopping trip. So we looked to bring something new to that experience, starting in-store.
- A: And we called it Arctic Home. A program that helps protect the beloved Polar bears, an icon associated with Coca-Cola for close to a century and one we care deeply about, Cue the video.
- A: Another rule: Every retailer will ask every brand to give them a program that is unique to them. Every time. With lots of marketing support of course. The idea is for consumers to think: “Wow, that’s cool. I can only get that at [insert retailer here]. So we briefed our creative agency to look at how Coca-Cola could bring a unique, ownable Arctic Home execution to 7-Eleven that would inspire 7-Eleven’s young adult shoppers to take interest in the program and increase sales.
- M : and we knew to reach Millennials, we needed to engage with them on their terms. Read bullets.
- A: and they came back with something great, they called it The Snowball Effect
- M: To ensure the big idea would stand on its own, Arc WW employed a strategic framework that we refer to as: Buy, Play, Share. Note that these concepts can come in any order and can be dialed up / down based on the program. The pillars are pretty self-explanatory .. PLAY encourages marketers to get people involved – let them experience your campaign on their own termsBUY leads to purchaseAnd SHARE allows people to easily express their feelings about the programWith the Snowball Effect ..
- M: the activation began either online, where 7-Eleven customers were entering Slurpee rewards codes or in-stores, where the app was promoting on Slurpee machines. Shoppers could either locate the app in the App Store or scan a QR code to download the app. This intrigues shoppers to get involved – or Play with the idea.
- M: an exclusive, limited-time Slurpee flavor was introduced to support the program – Sprite Arctic Freeze! And on custom-made soda and Slurpee cups, shoppers could learn about the app, download it via QR code but most importantly .. They can find the Slurpee code inside the cup. This code can be entered into the Snowball Effect app for plus up’s like new game levels and more points – all which increase player’s chances of winning prizes like an iPad or trip to the Arctic. These tactics encourage purchase or ‘the buy’ component of our Play, Buy, Share framework.
- M: in app is where things got interesting. Users could: challenge their Facebook friends to a Snowball Fight, Enter codes from soda and Slurpee cups, Check-in at a 7-Eleven store – all of which earned users more points, additional levels and snowballs, all of which results in a chance to win prizes. Typically, you either start a Snowball fight or learn about the campaign when one of your friends challenges you to a fight on Facebook. Once you have the app, you can accept their challenge and begin earning your own points. The winner is posted on Facebook and you can invite others to challenge you. You can also earn more points by buying more Slurpees / sodas or by checking in to 7-Eleven stores. Ultimately, the cycle repeats – Play, Buy, Share.
- M: In addition to the organic social sharing and in-store awareness, 7-Eleven showed their commitment to the program by activating in all of their 6,500 7-Eleven stores nationwide. The Snowball Effect was also supported with vault activation, out of store, PR, promotion on billboards and bus shelters.
- A: And while there were many lessons learned from this 60-day campaign, the Snowball Effect was a huge success.