7-Eleven Canada was looking to make Slurpee top of mind for the hard-to-reach 12-25 target group during the ultra competitive and marketing-heavy summer refreshment season. The Slurpee consumer is young and cynical. They get constantly bombarded with quick edited advertising messages and contests — usually with upbeat, party music. Yet, this target isn’t always on the go. In fact, they often prefer to hang with friends, watch movies and play video games.

So, we decided to create a Slurpee promotion that rewards this target group for doing what they love to do best: nothing. Consumers were asked to stand there, sit there, and ultimately freeze there to get involved in our Slurpee FREEZE THE MOMENT video contest. Which seemed fitting for both a Slurpee promotion and our target.

In partnership with CITY-TV, we had a live stunt "performed" on Breakfast Television where one of CITY’s on-air personalities had "an unplanned" frozen moment on live TV. Also, we took the traditional 10 second "CITY TV Everywhere" station IDs and made them our own — we Slurpeefied them if you will. CITY-TV tells us that Slurpee was the first advertiser to attempt and achieve this.

These activities were supported with humorous TV, radio, and Facebook advertising. At the conclusion of the campaign, the winning entry from the Slurpee FREEZE THE MOMENT video contest was aired on national TV as part of the grand prize package.

Campaign Results:- 186.8 Million Facebook Ad Impressions.- Nearly 200 User submitted videos.- 110,000+ YouTube Views.- 47,000+ Unique site visitors.- 151,000+ Pageviews.