Convenience-store retailer 7-Eleven Inc.’s Slurpee Song of the Summer has been recognized as one of the most creative and effective marketing campaigns on the Spotify streaming music platform, taking home the Mic Drop (Best Overall Campaign) and Future Sounds (Most Innovative Audio) awards in this year’s Spotify Advertising Hits ranking.
The song is part of the retailer’s Anything Flows campaign, which debut last June and included a fresh new look for its Slurpee frozen beverage. The frozen beverage’s latest look is full of “eccentric colors and eclectic vibes” inspired by insights from the brand’s proprietary customer research panel, The Brainfreeze Collective, made up of more than 250,000 members who discuss ideas, opinions and experiences about the chain.
This campaign aimed to build on the strong connections 7-Eleven and Spotify already had with Gen Zs and Millennials, with a creative strategy that felt native to both brands, said Spotify. The creative hooked fans in with a specially made 7-Eleven brand song, Anything Flows (featuring Maiya The Don, 2Rare & Kari Faux), and offered the chance to feature in a music video by shopping in-store. The original song generated millions of streams through paid media and surfaced organically in Spotify’s flagship RapCaviar playlist, the music platform said.
The Anything Flows campaign used a range of formats and leveraged Spotify’s Sponsored Playlist offering as well as Sponsored Sessions to provide immersive and engaging experiences that resonated with digitally-native Gen Zs, said Spotify.
- 7-Eleven is No. 1 on CSP’s 2024 Top 40 Update to the 2023 Top 202 ranking of U.S. c-store chains by store count. Watch for the full 2024 Top 202 ranking in the June issue of CSP magazine and in CSP Daily News.
Created from the idea that “no matter what your flow is, Slurpee drinks have a flavor to match,” the Anything Flows campaign featured a refreshed look and feel and omnichannel campaign, including new TV spots, social and paid media campaigns and two new designs for the small and large stay-cold Slurpee drink cups.
The brand also introduced a custom Slurpee merchandise collection that includes bucket hats, Slurpee drink-shaped pool floats and Anything Flows tees, available at 7Collection.com.
Irving, Texas-based 7-Eleven operates, franchises or licenses more than 13,000 convenience stores in the United States and Canada. In addition to 7-Eleven c-stores, the company operates and franchises Speedway and Stripes c-stores and the Laredo Taco Company and Raise the Roost Chicken and Biscuits brands.
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