BBDO Moscow’s Digital Project for WWF

The problem is that there are only 25,000 polar bears in the Arctic region, and ice, home to the polar bears, is rapidly melting away. Only one third of the population may survive by 2050. Climate change, poaching and  pollution in the Arctic only adds to endangering the future of the polar bear. 

 

To draw media attention to the problem and increase traffic flow to the fundraising page, BBDO Moscow have created an easy interactive game website, fully optimized for sharing on social media.

 

The website shows polar bears and their virtual habitat – ice – surrounded by the sea. Each click on the blue sea area turns water into ice. Bears get more ice to live on and the newly created iceberg is named after the visitor. The website generates a sharing link for social media accounts. The basis of the game is the well-known Pay-With-A-Tweet concept. The viral growth formula is simple: the more people visit the site and share it with their friend lists, the more people donate there by ‘buying’ a bear to live on the ice. Donations support coastal monitoring, anti-poaching activities, environmental projects in the Arctic region and increase the survival chances of polar bears.