all access chill
Slurpee Keeps It Cool
No one can sniff out a lack of authenticity like a Millennial, which means 7-Eleven needed to talk the talk and walk the walk. With that in mind, we said death to the overworked, gradient-filled, branded promo, and created a campaign that appealed to the generation’s passion for discovering hip, new music while chillin’ with friends.
A fully responsive, modern website served as the hub for our Slurpee All Access Chill campaign. Music-centric prizes, like VIP festival passes and artist meet-and-greets, drove 7-Eleven app downloads and repeat Slurpee purchases. While uploading new and exclusive web content every week kept fans coming back to the site for insider info they couldn’t get anywhere else.
The Results
Success was measured by the number of app downloads, 7Rewards scans, and Slurpee sales.
1.2MM sweepstakes entries
202K new active 7Rewards members
32% rate of retention for new 7Rewards members
61% increase in Slurpee sales ($3MM) over previous period
Website Homepage
Website Interior Pages
Paid Social