Some detailsThe Challenge
Celebrating 50 years in Canada, 7-Eleven Canada came to us to amplify their 7-Eleven Day Campaign in an authentic way. Through their #DancetheSlurp initiative that aimed to create a viral dance routine, to their iconic Free Slurpee Day, the goal was to drive brand awareness amongst Canadians while securing impactful media attention.
Leveraging a robust media database in key markets… including Vancouver, Calgary, Edmonton, and Toronto, we developed a captivating Press Release that targeted each city. The Winnipeg market was significantly targeted as the “Slurpee Capital of the World” supporting significant coverage.
We worked to diligently construct messaging and internal and external FAQ’s so that all messaging remained constant across markets. All messaging was then circulated to media contacts for further impact.
Finally, we clearly identified 7-Eleven representatives in each market, providing media training to ensure they were readily prepared for interviews across all mediums.
The campaign garnered over 56 million impressions across key National and Local outlets. CTV, Global, and CBC along with other key outlets provided notable coverage.