We turned 7-Eleven’s birthday into the biggest dance party ever.

First, we created a Slurpee dance complete with original moves and music and hired YouTube sensation Nathan Barnatt to bring it to life.

Then, we invited the world to dance along with a how-to video and helped them dress the part with free wardrobe downloads.

Finally, we taught the dance live at a Malibu beach party and on July 11 encouraged fans everywhere to dance into 7-Eleven, and rewarded them with a free Slurpee drink.

The dance party drove an incremental 223 guests per store into over 8,000 stores nationwide and 35% of visitors that day purchased an item to go with their free Slurpee drink. The dance video had 15.8 million views on YouTube, Amazon.com and Collective Media and PR secured 3,000 placements, earning coverage in all top 50 markets and resulting in 1.2 billion impressions.