7-Eleven: Gamers' paradise

7-Eleven, a chain of convenience stores, launched a campaign in the US to rejuvenate the brand, modernise and drive relevance for the brand and attract younger, Gen Z customers.


  • Brand rejuvenation that would celebrate and invigorate its OG customers while attracting new ones
  • Modernize and drive relevance for the 7-Eleven brand
  • Attract a younger, Gen Z customer to the 7-Eleven brand

Strategic Approach

  • Leverage Sony PlayStation's massive Gen Z gamer fan base to drive engagement via a compelling partnership and experiential activation timed to the rollout of the new Sony PS5 console.
  • Tap into consumers' eagerness to live inside the world of their favorite brands with a once-in-a-lifetime experience that would captivate gamers and the media.
  • Use gaming, a top Gen Z activity, as a tentpole opportunity to...

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