Silver Anvil Award: 7-Eleven unites American with Purple Slurpees
Upcoming SlideShare
Loading in...5
×
 

Silver Anvil Award: 7-Eleven unites American with Purple Slurpees

on

  • 1,308 views

Authors: Alvaro Casado-Fadrique, Bettina Schwedler, Laura McGinty and Chandler Spurlock. Course: Principles of Public Relations. University of North Florida, Jacksonville, FL (USA).

Authors: Alvaro Casado-Fadrique, Bettina Schwedler, Laura McGinty and Chandler Spurlock. Course: Principles of Public Relations. University of North Florida, Jacksonville, FL (USA).

Statistics

Views

Total Views
1,308
Views on SlideShare
1,307
Embed Views
1

Actions

Likes
0
Downloads
4
Comments
0

1 Embed 1

http://presentationdocs.playableitems.demobo.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Silver Anvil Award: 7-Eleven unites American with Purple Slurpees Silver Anvil Award: 7-Eleven unites American with Purple Slurpees Presentation Transcript

  • PRSA Silver Anvil Award Winner 2011 PRSA Silver Anvil Award Winner 20117-Eleven Unites America with Purple Slurpees 7-Eleven unites America Álvaro Casado Fadrique with Purple Bettina Schwedler Laura McGinty Slurpees Álvaro Casado Chandler Spurlock Bettina Schwedler Chandler Spurlock Laura McGinty
  • INTRODUCTIONFall 2010, President Barack Obama accused his Republican rivals of sitting around“sipping on a Slurpee” rather than the hard work required to get the U.S. back on its feet after a global financial crisis. One thing came out loud and clear to FreshWorks/Ketchum: 7-Eleven’s cold slushy beverage was suddenly a hot topic.
  • SITUATION ANALYSISThe day after mid-term elections, President Obama was asked about his accusation of Republican rivals of sitting around “sipping on a Slurpee”:-Would you hold a “Slurpee Summit” as your first meeting with new Republican leaders? -“Slurpees are a delicious drink”. View slide
  • SITUATION ANALYSIS7-Eleven acted quickly and within 24 hours, the story was hijacked for the benefit of the brand. FreshWorks/Ketchum kicked off a three phase public relations campaign: View slide
  • PHASE 1Introduction of “Purple for the People” Slurpee and a 3,000-mile “Slurpee Unity Tour” across the country.
  • PHASE 1IA Slurpee Summit inWashington, D.C.
  • PHASE III Free Slurpees for Americans on “Purple Friday”(leveraged Black Friday, the post-Thanksgiving Friday that has become a red-letter day for holiday shopping).
  • OBJECTIVES1. Build a comprehensive public relations campaign to enhancevisibility of 7-Eleven’s Slurpee brand through 100 million media impressions and a 15% increase in social media followers.
  • OBJECTIVES 2. Elevate 7-Eleven Slurpee brand by capitalizing upon theessence of President Obama’s Bipartisian mission -positivelyaligning Slurpee “Unity” messaging within 50% of the media dialogue about the Slurpee Summit and Campaign.
  • STRATEGY- President Obama’s influencial comments to generate media buzz about the brand.- Appeal to political reporters by associating the Slurpee Summit as the official name of the Bipartisan meeting.-Widen campaign by capitalizing on key moments in time (Black Friday).
  • ACHIEVEMENT After the 3-week period:7-Eleven’s Slurpee was frozen in the minds of millions of Americans: more than 2 million Facebook fans, nearly 2,000 media stories, 1.7 billion media impressions, a total of $5.5 million in Ad value.
  • SLURPEE UNITY TOUR Host: Mike McLendon http://www.youtube.com/watch?v=GPdXWdY8Nc0
  • SILVER ANVYL AWARDS The Silver Anvil Award is the most prestigious honor a public relationsprofessional can achieve, “the best of the best” public relations practices.This award is given to a contemporary issue with exemplary professional skill, creativity and resourcefulness, as is the case of: FreshWorks/Ketchum and 7-Eleven who were awarded in Jan,1 2011 in the category of Marketing Consumer Products.
  • Thanks!Thanks!