Our creative idea centered on the insight that holiday cheer and warmth could be contagious, and could lead to charity and goodwill—if given the proper platform. Our goal was also for this experience to expand the Jericho Project’s sphere of influence. We recognized that the most effective way to accomplish this was through a mobile experience, since that would ensure that it was accessible and shareable.

In The Snowball Effect, users were allowed to throw and catch messages packed into a multitude of snowballs, and watch these messages spread in real-time. One message could grow in reach and influence as it was opened by users throughout the world. These users were drawn in with a friendly, easy-to-use interface and the incentive of knowing that their participation would lead to a donation. These engaging elements combined to make for a mobile experience that grew exponentially and sustained repeated play.

We knew that launching The Snowball Effect around the winter holidays would be key, so we chose a target launch date of December 20th. We sent an email blast to friends of The Jericho Project with a link to the experience, knowing that their passion would help spread the word. The majority of the recipients were in the northeast of the U.S.—the established base of support for The Jericho Project. However, the word quickly spread. Within days, people were playing in cities all over the world.

In fewer than three days, The Snowball Effect took hold and galvanized the masses for The Jericho Project’s cause: thousands upon thousands of snowballs were caught and analyzed around the world, from places such as Dobbs Ferry, New York, Baltimore, Maryland, Balgowlah, Australia and Genoa, Italy. In addition, unique visitors to The Jericho Project’s website increased by 90% in the weeks following launch.

This demonstration of goodwill translated into a greatly increased awareness of The Jericho Project and the needs of the homeless throughout the world during the holiday season. Furthermore, thousands of dollars were donated to The Jericho Project, which helped provide immeasurable warmth to the homeless during one of the coldest winters in recent memory.