Silver Anvil Award: 7-Eleven unites American with Purple Slurpees
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”.
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:
PHASE 1Introduction of “Purple for the People” Slurpee and a 3,000-mile “Slurpee Unity Tour” across the country.
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.