DELIVERING SLURPEES IN SPACE
Celebrating 94 years of Slurpee with an out-of-this-world delivery
Celebrate 7-Eleven’s 94th birthday & promote the 7NOW delivery service by delivering their iconic beverage via space
Every year, 7-Eleven celebrate their birthday in July by conducting a dramatic stunt. With the recent launch of their 7NOW delivery service, the brand wanted to highlight their role in leading the future of convenience shopping with a truly impactful delivery.
We travelled to Michigan, the state where the most Slurpees are consumed, to conduct a series of launches. To drive hype for the stunt, we hosted a launch event at a franchise outlet in the state with activities and giveaways for members of the public. Our hero flight showcased a Coke Slurpee, the most popular variety, poured in-store at a 7-Eleven moments before launch.
To supplement the experiential activation, we wanted to capture a wealth of content for online channels as well. We created a panoramic array featuring seven limited-edition reusable aluminium cups bearing unique space branding, centred on a 360° camera on a bespoke 7-Eleven craft. We then reframed the footage to create a mindbending video of the flight for social media, spreading awareness of the campaign and 7NOW's delivery capabilities.
Finally, we launched a cargo flight carrying 100 plastic drinks cups with the exclusive Space Delivery branding. Following the launch, these were given away at special events in stores across the nation.
We thoroughly enjoyed working with the Sent Into Space Team as they played an integral role in helping us deliver a Slurpee drink to Space! Their team’s knowledge and expertise helped us create an innovative campaign and achieve our goals as we elevate our delivery business, 7NOW. We appreciate the partnership and had a blast taking our iconic Slurpee drink to the edge of Space!
— Paige Jones, Senior Director of Brand Strategy, 7-Eleven
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