7-Eleven takes Slurpee's viral

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.

Tags: 7-Eleven, cross-promotional advertising, rich media, viral, viral marketing