And the 2011 PRO Award Best Promotion of the Year goes to …. The 7-Eleven “Slurpee Unity Tour” and its agencies! The Unity Tour was just one promotion among an extraordinary collection of promotional marketing campaigns that stood out from among the hundreds of PRO Award entries. View the 2011 PRO Award Winner’s Presentation.
Here’s how it all unfolded: During the contentious mid-term political campaign season, President Obama derided Republicans as “standing, watching us, sippin’ on a Slurpee” while Democrats pulled the car out of the ditch. The day after the elections, the President offered an olive branch to Congress, joking with reporters about hosting a Slurpee Summit at the White House with incoming Republican leader John Boehner. When the president of the United States hands you a product endorsement, 7-Eleven says, you take it and run.
Five agencies worked together to create the promotion: Freshworks, TracyLocke, Integer, Ketchum and TPN.
The Unity Tour was just one promotion among an extraordinary collection of promotional marketing campaigns that stood out from among the hundreds of PRO Award entries. Ninety-two promotions made it to the final round. All of the entries went through a rigorous, two-step process judged by dozens of your peers to determine which campaigns deserved the distinguished honor of being named one of the 92 finalists and 24 winners.
Here’s what some of the judges had to say about the 7-Eleven
“Slurpee Unity Tour”:
“Turned the whole thing around in 48 hours.”
“Spot on creative.”
“Logo development hilarious and perfect. Made use of the fact that it was so current.”
“They jumped on it and made it into something. Loved this promotion. The methods were incredible.”
“I scored it very high. It was a perfect storm for awareness of the brand. Everyone talked about it. No one would have noticed that the president had even said that. They got a long-term effect from it.”
“They took a drink that moms don’t want their kids to have and put it in the spotlight affecting perception.”
“A donkey and elephant both sipping a Slurpee. Cool.”
“They pulled it together fast. There were few components to the creative. That’s what makes it powerful.”
“Simple visual that says it all in a second.”
“The creative was so good it almost seemed like serendipity.”
The live presentation announcing the 2011 PRO Award winners is now available for viewing. Good Luck to all the entrants! Register to view the presentation.
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