To promote 7-Eleven Canada’s number one product, Slurpee, during their busiest time of the year, we developed an integrated marketing campaign that would resonate with their target audience. The campaign stretches beyond the realms of traditional media with unique TV and radio sponsorships, and a strong use of social media.
We developed an integrated marketing campaign including TV, radio, a website (slurpee.ca), social media, and accompanying video contest, Slurpee FREEZE THE MOMENT. To drive even more awareness about the campaign we worked with the media to integrate sponsorship into actual TV content — TV personalities agreed to drink a Slurpee and do live “freezes” after they sip them (holding completely still for 10–15 seconds while everyone else wonders what’s going on), radio announcers did live freezes on the air during chatter where they would haaaaaaaaang on certain words to get the effect across, and we incorporated people into CityTV’s Station IDs (e.g. “Enjoying a Slurpee Frozen Moment in Stanley Park, This is CityTV, Everywhere.”), making the Slurpee campaign feel more like in-content entertainment than advertising.
The idea behind the Slurpee FREEZE THE MOMENT video contest is totally different than any other video contest. Whereas entrants of these contests are usually required to develop elaborate videos, the Slurpee campaign invited them to demonstrate their best “frozen moment” in which they simply FREEZE. Their instructions were to “Do nothing. Stand there. Sit there. Freeze there. After all, a frozen moment occurs when you’re enjoying your Slurpee. It’s that moment in time when the Slurpee hits your mouth, and you indulge and escape in the refreshment.”