7-Eleven Social
SOCIAL CAMPAIGN
The Challenge: As a massive cultural moment, the World Cup saturated cultural conversations. We were tasked with breaking through the noise and showcasing 7-Eleven as THE match day pitstop for fans, all without being an official sponsor.
The Solve: In Fanland, some numbers mean more on match day, especially the lucky number 7. So, we highlighted how lucky 7s live at 7-Eleven, making it soccer fans' top stop for good luck.
Welcome to Fanland
First, we had to introduce fans to Fanland, a 7-Eleven portal through which World Cup fans could not only see, but feel the real luck of 7’s.
POST // CAPTION: The luckiest place to be to get tournament ready am I right?
iSpy Lucky 7s
To commemorate 7-Eleven as the spot where new lucky rituals can begin, we instigated a game of iSpy in our IG feed as a continuous carousel, challenging followers to count all the lucky 7s they could spot.
POST // CAPTION: How many 7s can you spot? Swipe to see. The more, the luckier.
For Luck's Sake
We kept the luck rolling through supporting content, from a video-game-coded 7-snack mission to a digital collage of every 7 we could find in the store, the slurping up good luck during Slurpee Happy Hour.
PRO TIP: Click on each piece of media to play, view captions, or see the live posts.
Good Luck Combos
To align with the time honored tradition of match-day snacking and good luck rituals, we snagged our talent's lucky combos and shared them with the masses.
POST // CAPTION: Skipping your 7-ELEVEn lucky combo grab at semifinals? bold.
...and that's a wrap.
Role
Ideation
Art Direction
Collaboration With
Dentsu Creative - Agency
Matthew Mortimer - GCD
Nick Lee - Senior Copywriter
Karina Illescas - Senior Producer
Ti22 - Production Co.
Kendall Payne - Director
Ryan Feng - Photographer