Best Sponsorship or Tie-in Campaign
Best Use of Games, Contests and Sweepstakes
Best Idea or Concept
Agency: Freshworks/The Integer Group
Campaign: 7-Eleven Zynga Promotion
Client: 7-Eleven
In 2010, 7-Eleven needed to drive trial for 27 languishing private label products from fresh fruit to hot foods. Convenience stores were known for quick-sell items. Just 8% of consumers thought of c-stores for meals. In addition, the recession had pushed convenience store sales down 20%.
7-Eleven needed people to see it as a place for fresh foods. Customers primarily consisted of middle-aged blue collar workers who came in for coffee and donuts, and Generation Ys who purchased energy drinks. 7-Eleven wanted to go after the Gen Y set while also being accessible to their other targets.
They focused on Zynga. Nearly 80 million people play a Zynga game, with the most popular being FarmVille, YoVille and Mafia Wars. Popular with both of 7-Eleven’s targets,
Zynga games allow only so much action before players are temporarily “cut off.” To keep the action going, players have to continue to build their online world.
Playing off that need, 7-Eleven provided accelerated virtual rewards through a shopping/gaming promotion called “Buy. Earn. Play.” The promotion used a Facebook platform to communicate and connect with Zynga game players.
The 45-day promotion featured proprietary 7-Eleven products branded with limited-edition packaging designed around the three Zynga games. Products marked with codes were redeemable with purchase for a free virtual in-game Zynga gift (spanning 17 different categories).
Mirroring game play, the promotion allowed only a certain number of products that could be purchased before the player was cut off and invited to return the next day with more codes and purchases. Once a user redeemed eight gifts from each category and completed a Zynga task, the UBER gifts (top prizes) were unlocked.
Kick-off events were held in six cities, with billboards, print ads, bus wraps and radio used to spread the word. During the finale, TV commercials ran on MTV featuring the show’s top two rivals.
In total, 77.6% of registered users (818,753 people) entered codes for multiple products, while 15.3% (161,429 people) claimed the UBER Gift. More than 1 million users registered on the website and nearly 3.3 million codes were entered.
The Slurpee Facebook page generated 189,620 new fans, while the 7-Eleven Facebook page generated 22,168; and the Slurpee Nation rewards program added 203,858 new members. Measured brand consideration increased 6 percentage points within targeted audiences.
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