Coca-Cola and 7-Eleven are joining forces this holiday season to give customers a chance to have some chilly fun for a great cause. The initiative is part of The Coca-ColaCompany’s “Arctic Home” campaign, which supports World Wildlife Fund’s (WWF) conservation efforts to protect the polar bear Arctic habitat.
The partnership between the world’s largest beverage company and the largest convenience-retailing chain will come to life through an interactive app for iPhone, iPad and iPod touch, in-store promotions and a limited-time Sprite Snowball Blast Slurpee flavor.
“By partnering with 7-Eleven’s 6,400 U.S. locations on our ‘Arctic Home’ campaign this holiday season, we can raise even more awareness and funding to help ensure the polar bears always have a place to call home,” saidKatie Bayne, president, general manager of Sparkling Beverages,Coca-Cola North America.
“7-Eleven stores are raising awareness for their Arctic habitat by creating the Snowball Effect app for our guests to learn more about WWF, the polar bears and to have fun,” said Jesus Delgado-Jenkins, 7-Eleven’s senior vice president of merchandising, marketing and logistics. “Users can share the Snowball Effect app with friends on Facebook or play each other. They can enhance their game-play by checking-into our stores, downloading codes on specially markedCoca-Cola products and earning points for prizes.”
The app encourages users to gain points by challenging friends to virtual snowball fights, entering codes on specially marked peel away stickers found on Coke packaging, Slurpee and Big Gulp cups and by checking-in at 7-Eleven stores. The more active a user is with the app, the more friends are introduced to the polar bear’s needs, and the more chances a user has to earn points and chances to win.
To reward those doing their part to help the polar bears, 7-Eleven is giving away both weekly prizes and a grand prize to Snowball Effect users. Each week during the nine-week promotion, an iPad will be awarded to eight winners based on the highest cumulative scores posted. At the end of the promotion, an iPad will be awarded at random to eight more users. The Snowball Effect grand prize — a trip for two to the Arctic — will be awarded to the user with the highest cumulative number of points.
Users must have a Facebook account in order to play games, challenge friends and check-in at 7-Eleven stores. They also must become members of Slurpee Rewards to enter codes from 7-Eleven and Coke products and be eligible to win Snowball Effect prizes.
Available through Dec. 31, 2011 the app can be downloaded for free by visiting www.ArcticHome.com/7-Eleven, the App StoreSM or by scanning quick-response codes on Slurpee and Big Gulp cups and in-store signage at 7-Eleven stores nationwide. 7-Eleven.com and Slurpee.com homepages will feature messages encouraging visitors to download the app.
The app helps raise funds for WWF’s efforts by directing users to ArcticHome.com, where they can enter package codes from specially-marked Coca-Cola products to trigger an individual $1 donation. Coca-Cola will match all donations made with a package code by March 15, 2012, up to a total of $1 million.
“Arctic Home” grew out of an existing partnership between WWF and Coca-Cola focused on freshwater conservation and a mutual interest in protecting the polar bear habitat. Over the last four years, Coca-Cola has supported WWF’s polar bear conservation efforts. Now, Coca-Cola is taking its commitment to a whole new level. WWF has a vision to help protect the polar bear’s home. Coca-Cola is lending its marketing power and resources to help bring this vision to life by turning its iconic red cans white and committing up to $3 million to WWF. White bottle caps also will be on bottles of Coke, Diet Coke, Coke Zero, Sprite, Nestea, Minute Maid and more.
We think that this interactive approach will definitely help polar bears in the way it supposed to. Engaging the consumers to participate in a campaign is a perfect thing to do.
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