News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
7-Eleven takes Slurpee's viral
If you're looking for a good example of how to create a viral campaign from a branded micro-site, look no further than the new site launched by 7-Eleven. As North American's head into the Spring and Summer months this new campaign, which encourages consumers to use the site to see how their favorite Slurpee changes their look, is certain to bring consumers back time after time.
7-Eleven partnered with Omnicom Group's Freshworks/The Integer Group to create the microsite to promote the Slurpee brand of frozen drinks; the 'Brainfreeze Laboratory' allows users to upload their own picture to see how drinking their favorite flavor will change their complexion. The pictures can then be sent to friends.
7-Eleven is cross-promoting the viral campaign with banner ads, promotional emails and on the micro-site itself; the campaign runs through July - the height of Slurpee Season.
When it comes to viral campaigns the key is to offer consumers something they may not get from anyone else and to make the micro-site fun.
Although photo-manipulating websites are out there, most are targeted to women looking for a new hairstyle or makeup lesson; this is one of the first manipulation platforms that should appeal to both men and women, younger and older consumers. From the fun standpoint, marketers need only look at the 7-Eleven campaign or at Office Max's holiday 'Elf Yourself' campaign to see that consumers like to create caricatures of themselves to share with friends and family.
- Studies ID how Millennials are connecting
- Black Friday UK predicted to break £1bn in online sales
- Smaato: Spending on mobile web ads soars
- Study: What consumers really want from loyalty programs
- Top 4 Tips to Manage Relationship Between Developers, Marketers
- Android steadily catching up Apple on opens and clicks in E.U.
- Survey suggests increasing interest in e-gifts
- Referral key way in which marketers find SEO services
Featured White Papers
- Digital Trends 2015
Download the 2015 Digital Trends report, created in partnership with Econsultancy, to see the trends and tools you need to...