7-eleven: 7-ELECTION

Credits & Description:

Advertiser: 7-ELEVEN
Agency: THE INTEGER GROUP
Category: Best use of Social Media Marketing in a Promotional Campaign
Senior Art Director: Caroline Williams (The Integer Group)
Associate Creative Director: Chad Ballew (The Integer Group)
Associate Creative Director: Nikki Lott (The Integer Group)
Executive Creative Director: Will Clarke (The Integer Group)
Senior Writer: Josh Barto (The Integer Group)
Vice President/Creative Director: Molly McLaren (The Integer Group)

Relevancy
Three cups were created – red (Romney), blue (Obama) and green (Undecided) – every cup equalled one 'vote'. 'Votes' were tallied daily and posted on 7-Election.com. Voters could track who led in their city, state and the country. If their candidate was behind, a simple share button sent pleas to family and friends to go and vote. 7-Eleven then set out on a national tour with a mobile replica of the Oval Office. The website told people where the tour was headed next and offered free 7-Election downloads, such as political party mascot masks. Even political party Facebook covers.

Outcome
We proved that 7-Eleven coffee had something to say and people were beyond eager to say it. • 489,512 visits to the site• Over 346,277 visits to results page• Over 1 billion PR impressions• Over 279 million paid media impressions• Most importantly, we accurately predicted the next president of the United States for the 4th time in a row.By putting the candidate's names on the cups, we made 7-Eleven coffee stand for something – Democrat, Republican or Undecided. We gave customers the ability to wear their candidate on their sleeve...well, their coffee sleeve.

Client Brief Or Objective
There’s no disputing the fact that Americans love coffee. They guzzle it by the gallons. However, when it comes to coffee brands, 7-Eleven coffee isn’t always the most talked about. And even more concerning, it didn’t have an identity. After all, everyone knows a Starbucks cup means you’re a sophisticate, a true connoisseur. A Dunkin' cup states that you’re serious about coffee, but less serious about overpaying. And a McDonald’s cup means you’re-no-frills and partial to drive-thrus. Our challenge: Get people to identify with 7-Eleven coffee. And make 7-Eleven America's cup.

Implementation
People love to talk over a cup of coffee. And in an election year, they especially love to talk politics over coffee. 2012 was a presidential election year and the perfect time to give them something to talk about, and in the process make 7-Eleven coffee America's cup. By creating 7-Election, each cup of 7-Eleven coffee not only gave you the freedom to make your coffee exactly like you like it, but also gave you a chance to vote for your candidate in the most delicious way possible.