Get Something By Doing Nothing

The Slurpee consumer is young and cynical. They often prefer to hang with friends, watch movies and play video games. So, we decided to create a promotion for 7-11’s new Gatorade Slurpee launch that rewards this target group for doing what they love to do best: nothing. Consumers were asked to stand there, sit there, and ultimately freeze there to get involved in our Slurpee FREEZE THE MOMENT contest.

Launching the Slurpee Freeze the Moment contest was a challenge due to an extremely limited media budget considering our vast audience (English speaking Canada)—we also launched the first-ever website for Slurpee Canada, www.slurpee.ca, at the outset of the campaign with no inherent traffic or awareness for this website.

Now Available In Social Berry

Freeze the Moment 4-Week Campaign Results:

-186.8+ Million Facebook Ad Impressions
-120,000+ YouTube Views
-200+ User-generated Contest Videos
-47,000+ Unique Website Visitors
-151,000+ Unique Pageviews

Awards: ADCC, Ad Age Smal Agency Awards