The Drum Awards Festival - Official Deadline

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Date: Dec 2018
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Mojo Supermarket, an advertising agency based in New York, partnered with Snapchat and The Bowery Mission to turn the Rockefeller Center Tree into a real-time digital fundraiser.

The 'One Tree for New York' campaign aims to draw visitors to the Rockefeller Tree and encourages them to donate to New York’s homeless and hungry.

Using an augmented reality experience, visitors to the tree can use Snapchat to place digital monetary ‘gifts’ under the tree for $1, $3, or $5.

When looking at the Rockefeller Tree through the Snapchat app, users will be able to select the “One Tree For New York” Lens to see various donations (gifts) digitally falling in front of the tree. They can then click to donate and add a gift under the tree themselves. Those who donate can unlock an exclusive Snapchat Filter to share with friends. Other users who see this Filter can swipe up to enter the experience and then donate themselves, even if they’re not present at the tree.

All donations will go directly to The Bowery Mission, an organization that served New Yorkers experiencing homelessness, hunger and poverty since the 1870s. The experience will be available through January 7th, when the tree comes down for the season.


Agency: Mojo Supermarket

Client: Bowery Mission