SLURPEE UNITY TOUR by Freshworks, Ketchum Dallas, TPN, The Integer Group, Tracylocke for Slurpee

Adsarchive » Promo , Case study » Slurpee » SLURPEE UNITY TOUR

SLURPEE UNITY TOUR

Pin to Collection
Add a note
Industry Non-alcoholic drinks
Media Promo & PR, Case study
Market United States
Agency Freshworks
Agency Ketchum Dallas
Agency TPN
Agency The Integer Group
Director Alison Delzell
Account Supervisor Stephanie Shaw, Sherrie Crow, Roxanne Longoria
Agency Tracylocke
Creative Director Ryan Blum
Released August 2012

Credits & Description

Category: Best Use of Media Relations
Advertiser: 7-ELEVEN
Product/Service: DRINK
Chief Creative Officer: Sandi Means (Freshworks- Ketchum, Integer, TracyLocke, TPN)
Senior Vice President/Associate Director: James Peters (Freshworks- Ketchum, Integer, TracyLocke, TPN)
Account Supervisor: Stephanie Shaw (Freshworks- Ketchum, Integer, TracyLocke, TPN)
Vice President/Account Supervisor: Lauren Butler (Freshworks- Ketchum, Integer, TracyLocke, TPN)
Senior Account Executive: Julia McConnell (Freshworks- Ketchum, Integer, TracyLocke, TPN)
Assistant Account Executive: Amy Noesser (Freshworks- Ketchum, Integer, TracyLocke, TPN)
Group Account Director: Sterling Hayman (Freshworks- Ketchum, Integer, TracyLocke, TPN)
Director: Alison Delzell (Freshworks- Ketchum, Integer, TracyLocke, TPN)
Account Supervisor: Sherrie Crow (Freshworks- Ketchum, Integer, TracyLocke, TPN)
Group Creative Director: Jeff Zimm (Freshworks- Ketchum, Integer, TracyLocke, TPN)
Sr. Account Executive: Trent Johnson (Freshworks- Ketchum, Integer, TracyLocke, TPN)
Group Creative Director: Kyle Jones (Freshworks- Ketchum, Integer, TracyLocke, TPN)
Creative Director: Ryan Blum (Freshworks- Ketchum, Integer, TracyLocke, TPN)
Senior Account Executive: Holland Hughey (Freshworks- Ketchum, Integer, TracyLocke, TPN)
Group Account Director: Sean Dorminy (Freshworks- Ketchum, Integer, TracyLocke, TPN)
Sr. Account Executive: Tara Thompson (Freshworks- Ketchum, Integer, TracyLocke, TPN)
Account Supervisor: Roxanne Longoria (Freshworks- Ketchum, Integer, TracyLocke, TPN)
Media placement: Slurpee Unity Tour Announcement Press Release - Reuters, Forbes.com, USA Today, LA Times, ABC News, Vanity Fair, CNN, Fox News, - November 4, 2010
Media placement: Social Media - Facebook (Slurpee And 7-Eleven Fan Pages), Twitter (Slurpee And 7-Eleven Handles - November 5, 2010
Media placement: Dallas Tour Kick-Off Media Alert - Dallas Morning News, D Magazine, Dallas Observer, KDFW-TV, KXAS-TV, WFAA-TV, TXC - November 5, 2010
Media placement: Slurpee Unity Tour Local Market Sampling Stops - Detroit Free Press, Richmond Times-Dispatch, WTVR-TV, WBZ-TV, Times Union, Daily - November 6, 2010
Media placement: Washington, D.C. Slurpee Summit Media Alert - NBC Washington, Washington Post, Fox News Online, Politico, WRC-TV, WJLA-TV, TBD - November 18, 2010
Media placement: Purple Friday Press Release - USA Today Pop Candy, Reuters, AOL Daily Finance, TheStreet.com, KMPH-TV, WTEN-TV - November 23, 2010

Summary of the Campaign
How do you respond when a U.S. president turns your signature product into a partisan punch line? You wait, patiently, for the right moment. Then you jump.

During last year’s U.S. election campaign, President Obama accused his Republican rivals of sitting around "sipping on a Slurpee" rather than fighting the recession. He used the line 35 times. 7-Eleven remained quiet, determined to keep out of the partisan mud. But in a post-election press conference, we saw our chance. When asked if he would hold a "Slurpee Summit" for his first meeting with new Republicans, President Obama responded, “Slurpees are delicious drinks.” Within 24 hours, we had hijacked the story with a new bipartisan Slurpee flavor called "Purple for the People" and a 14-city, cross-country Slurpee Unity Tour headed to the White House for a "Slurpee Summit." The fun didn’t stop there. We declared Black Friday, America’s biggest shopping day, “Purple Friday” and offered all Americans a free Slurpee.

By the end of the three-week campaign, 7-Eleven had won in a landslide, with 2.8 million Facebook fans, nearly 2,000 media stories worth $5.5 million in ad value, and a bump in traffic and sales during the historically slow winter months.

The Situation
7-Eleven is the world's largest operator, franchisor and licensor of convenience stores, and Slurpee is its signature frozen drink. Last year, during the U.S. election campaign, President Obama turned the Slurpee into a partisan punch line. Republicans, he said, were “sipping on Slurpees” while Democrats fought the recession. 7-Eleven chose not to respond. But after the election, when Obama said he would meet with Republicans a reporter asked if it would be a “Slurpee Summit,” he replied, “Slurpees are delicious drinks.” Now 7-Eleven decided to jump – but could it do so before the summit and without seeming partisan?

The Goal
1) Leverage Obama’s endorsement to earn 100 million media impressions and 15 percent increase in Facebook followers.
2) Deliver “Unity” messaging in 50 percent of media coverage and avoid partisanship.
3) Drive 7-Eleven traffic and sales during slowest months for frozen drinks.
Audience: Core of young adults, 16-25, and reaching beyond to unite all Americans

Within moments of President Obama’s press conference, we analyzed Twitter’s reaction, sensing reporters wanted a light-hearted, bipartisan political story. We saw a need to capitalize immediately on presidential endorsements from reviewing Anheuser Busch for the Beer Summit and J Crew for Michelle Obama’s Inauguration Gown.

The Strategy
1) Leverage Obama’s endorsement to earn 100 million media impressions and 15 percent increase in Facebook followers.
2) Deliver “Unity” messaging in 50 percent of media coverage and avoid partisanship.
3) Drive 7-Eleven traffic and sales during slowest months for frozen drinks.
Audience: Core of young adults, 16-25, and reaching beyond to unite all Americans

Within moments of President Obama’s press conference, we analyzed Twitter reaction, sensing reporters wanted a light-hearted, bipartisan political story. We saw a need to capitalize immediately on presidential endorsements from reviewing Anheuser Busch for the Beer Summit and J Crew for Michelle Obama’s Inauguration Gown.

Execution
11/3 - Seeding of Story: Hours after the President’s remarks, we gave USA Today an exclusive on the “Slurpee Unity Tour” – a 3000-mile trek to the White House.

11/5 - Custom Flavour/Slurpee Unity Tour Kick Off: Within 48 hours, five Slurpee trucks left Dallas as attendees tasted the tour’s signature drink, the new “Purple for the People” Slurpee, a symbolic mix of conservative “red states” and liberal “blue states.”

11/5-18 - Slurpee Unity Tour: The tour visited 14 cities, driving local and national coverage in traditional and social media, including daily Facebook webisodes documenting the tour.

11/18 – Slurpee Summit: Tour culminated in Washington, DC with a public Slurpee Summit and free concert for thousands.

11/26 - Purple Friday: To extend the fun, we declared Black Friday – the big shopping day following Thanksgiving – as Purple Friday and offered all Americans a free Slurpee via a Facebook coupon.

Documented Results
Goal: Leverage Obama’s endorsement to earn 100 million media impressions and a 15 percent increase in Facebook followers.
Results: Increased Facebook fans from 1.5 million to 2.8 million. Generated 1.7 billion media impressions, nearly 2,000 media stories and $5.5 million in ad value. By mid-November, BrandWeek reported 7-Eleven’s "Buzz scores” had doubled, and People Magazine named the tour a "Top 10 trend" in its "Best of 2010" roundup.

Goal: Deliver "Unity" messaging in 50 percent of media coverage and avoid partisanship.
Results: Slurpee was aligned positively with "Bipartisanship" and "Unity" in 95 percent of coverage, and the brand avoided any partisan negativity.

Goal: Drive 7-Eleven traffic and sales during slowest months for frozen drinks.
Results: In 7-Eleven’s words: "The 'Slurpee Summit' had an impact on the trend of the business in an otherwise off season."