7-eleven Promo DIP-A-DRIP by Real Art Design Group, The Integer Group

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR
Market United States
Agency Real Art Design Group
Agency The Integer Group
Associate Creative Director Nikki Lott, Chad Ballew
Executive Creative Director Will Clarke
Creative Director Molly Mclaren
Released September 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: 7-ELEVEN
Product/Service: 7-ELEVEN COFFEE
Executive Creative Director: Will Clarke (The Integer Group)
Creative Director: Molly McLaren (The Integer Group)
Associate Creative Director: Nikki Lott (The Integer Group)
Associate Creative Director: Chad Ballew (The Integer Group)
Senior Art Director: Sung Kim (The Integer Group)
Project Manager: Tom Immen (Real Art)
Art/Technical Director: Pat Murray (Real Art)
Lead Engineer: Dustin Clinnard (Real Art)
Lead Developer: Justin Dunham (Real Art)
Videographer: Tyler Morris (Real Art)
Electrical Engineer: Marc Stevens (Real Art)
Fabrication And Industrial Design: Bryan Campbell (Real Art)
President: Chris Wire (Real Art)
Media placement: Facebook App - Facebook - 9 September 2011
Media placement: Robot Arm - Facebook And Washington DC - 28 September 2011

Describe the objective of the promotion.
7-Eleven has crazy-good coffee. It's better than Starbucks, Dunkin' Donuts, McDonald's and everyone else you're thinking of right now. The only problem was nobody seemed to know this. And if they did, they sure didn't seem to be talking about it. We knew once everyone tried our coffee, they’d be hooked. But, first we had to get their attention.

Describe how the promotion developed from concept to implementation.
We united coffee lovers around a common enemy: The Drips, those annoying people who you should never encounter before your first cup of coffee. You know, your smug ex, your over-sharing co-worker, the loud talker with the Bluetooth headset.
So we built a Facebook-controlled robot called Dip-A-Drip that allowed coffee lovers to extinguish their annoyances with 7-Eleven Coffee. You could actually dunk your favourite douchebag in real-time from the convenience of Facebook thanks to 7-Eleven Coffee.

Explain why the method of promotion was most relevant to the product or service.
The 7-Eleven Facebook page has over 1,950,000 fans, very active, talkative fans. We just needed to give them something to talk about. So instead of posting "Hey, we have great coffee," we built a Facebook-driven robot. Yes, a robot.
We discovered that if you want to get people talking in the morning, let them control a robot that dunks annoying people. So via email, tweets and Facebook postings, 7-Eleven fans blabbed all over the Internet about this breakthrough Dip-A-Drip technology. And on September 28, 2011, Drips were Dipped and 7-Eleven Coffee was sloshed and enjoyed by all.

Describe the success of the promotion with both client and consumer including some quantifiable results.
367,000,000 Brand impressions
250,000 Coffee Lovers claimed a free cup of 7-Eleven Coffee
Over 23,000 Registered for the event
1,326 Publicity placements