Transcript
Case Study: Building a Snowball Effect
November - December 2011
It’s a Symbiotic Relationship
Get people to love us
Be relevant
Quench their thirst
Get people
Get them to buy more
Get them to buy more often
Arctic Home
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
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
Mobile is the definitive way Coca-Cola could effectively reach and engage Millennials in 7-Eleven stores
The Snowball Effect
Framework for Success
PLAY BUY SHARE
PARTICIPATION
Approximately 3.6MM cups drove app downloads
Snowball fights to spread the word!
Approximately 4.5MM cups drove app downloads
Custom Slurpee Cup and Promotional “Snowball Blast” Flavor
Exclusive App
Themed Big Gulp Fountain Cup
Billboards and Bus Shelters
Vault Activation Out Of StoreEnd Cap & Coupon
6,500 outlets
Exposure on 31 endpoints in 16 markets which results in over 6.8 million impressions
valued at over $120,000
More than 4 MM unique daily impressionsMore than 4 MM social media impressions
Public Relations
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
The Snowball Effect helped snowball a wonderful idea and worthwhile initiative
Thank you
Anders Pers, Coca-ColaMolly Garris, Arc Worldwide
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