While Slurpee invented the frozen beverage and its name has coined the category (any frozen beverage in Australia is called a Slurpee), competitor drinks from Hungry Jack’s and McDonald’s have made a significant dent on sales by heavily discounting their drinks.

Cowering to a price war isn’t in Slurpee’s DNA, so we needed to offer value in an irreverent Slurpee way.

The Xpandinator allowed us to ignore the traditional media of our competitors; relying on its clever design to become a piece of unpaid ambient media in its own right.

Our main media channel was the Xpandinator itself, with outdoor, in store and strong social support. This permitted us to literally place our advertising in the hands of our fans, who happily carried it around, photographed themselves with it and plastered it all over social media.

The structure was deliberately designed to create conversation; it compelled people to share it with a mate... or 5. Instagram and Facebook became integral with multiple photos uploaded daily spreading the Xpandinator message.

The Xpandinator quickly became a catalyst for the biggest social media interaction in the brand’s history with over X impressions. On Instagram alone, we saw a 658% growth rate in followers and Facebook engagement tripled.

By spending less than a quarter of our regular communication budget, sales went up 45% with people actively choosing Slurpee over cheaper competitor offerings. It stimulated conversation, driving people to socially share it physically and online.

The success of the Xpandinator has lead to international 7-Eleven stores adopting the idea to Xpandinate their sales too.