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