• by Mark Walsh  @markfwal, January 27, 2012

What were results of the Snowball Effect campaign? Coke’s Anders Pers, isn’t sharing details but says the program drove a lot of traffic to 7-11 and is the most successful campaign its ever run with 7-11. The store chain got people to  buy more and and more often. He also said the program had 99% activation across 7-11’s more than 6,000 outlets. “That’s almost unheard of for us,” said Pers.

“So for us this has really been great and great for relationship with 7/11.” He created Leo Burnett’s Arc unit with playing a very big role in the effort. “The way they took it and adapted is model for how we want to do everything going forward.” He said the Snowball Effect helped boost awareness of the overall aim to save the polar bear’s habitat. Garris emphasized that in a campaign like this, it's critical to use the in-store assets and products a retail has, like Slurpees in this instance, to make it work.