Help Bears is an extension of Coca-Cola and the World Wildlife Funds "Arctic Home" initiative to protect the majestic polar bears natural habitat thats being threatened by global warming and development.
In 2011, Coke turned its iconic cans from red to white in honour of the polar bear and the Arctic Home program. The objective of this campaign is to get consumers more involved with the cause by being able to donate directly in a very simple and enjoyable way. The donation would come by downloading the HelpBears app for $.99, with proceeds going entirely and directly to Arctic Home.
The application is a fun racing game and would be made available directly by scanning the ad through a QR reader. This is a very easy was for people to give donate to charity, while receiving something instantly in return.
Audience: 18-25 year olds, smart phone users with a social conscious