7-Eleven
Digital + Alternative Campaign
Art Director: Parker McDermott
Copywriter: Emily Hakala
In this campaign, 7-Eleven aims to earns media attention by placing glowing monoliths around the globe.
The monoliths initially seem inert, until 7:11am or pm, when they suddenly activate, dispensing slurpees to passerbys.
On July 11th, their purpose is revealed with an all-day 7-Eleven celebration. At 7:11pm on 7/11, Bruno Mars will emerge from the monolith in Times Square for a surprise concert, where he will debut an original, 7-Eleven-themed song.
To show that 7-Eleven really is everywhere, they'll even expand into digital spaces by partnering with Clash of Clans. For a limited time, players will be able to build 7-Eleven stores in their home village in the game.
Starting on July 11th, 7-Eleven will also launch a sweepstakes through their app that will encourage people to visit their stores.
By checking in with their app at 7-Eleven locations at 7:11 am or pm, customers will earn points. Frequent visitors who earn enough points will be entered to win their own Slurpee machine.
Though the big city monoliths will come down after the 7/11 celebrations, 7-Eleven will have one lasting monument placed at the geographic coordinates 7° 11' N, 7° 11' (which happens to fall in a rural region in the Ivory Coast).
In the end, this campaign will expand 7-Eleven's reach across time and space to remind the world that their light is always on.
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