7-Eleven: In-game mobile strategy delivers more than Brainfreeze

Frozen carbonated beverage brand 7-Eleven Slurpee harnessed the power of gaming to raise awareness among its young target audience and boost footfall to its stores in Australia.

Campaign details

Brand: 7-ElevenBrand owner: Seven & I HoldingsLead agency: PHD MediaContributing agency: AnzuMarket: AustraliaSector: Convenience retailMedia channels: Gaming & in-game advertising, Mobile & appsBudget: Up to 500k

Executive summary

A destination driver to 7-Eleven stores in Australia, the iconic 7-Eleven Slurpee is synonymous with frozen drinks and is a well-established and long-term player in the frozen carbonated beverage (FCB) category. Every summer, to sustain brand love among consumers, 7-Eleven makes a massive push for Slurpee products.

This year, the brand launched a new limited-edition...

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