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Silver Anvil Award: 7-Eleven unites American with Purple Slurpees

Al Apellidos
Al Apellidos

Authors: Alvaro Casado-Fadrique, Bettina Schwedler, Laura McGinty and Chandler Spurlock. Course: Principles of Public Relations. University of North Florida, Jacksonville, FL (USA).

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PRSA Silver Anvil Award Winner 2011 PRSA Silver Anvil Award Winner 2011 7-Eleven Unites America with Purple Slurpees 7-Eleven unites America lvaro Casado Fadrique with Purple Bettina Schwedler Laura McGinty Slurpees lvaro Casado Chandler Spurlock Bettina Schwedler Chandler Spurlock Laura McGinty
INTRODUCTION Fall 2010, President Barack Obama accused his Republican rivals of sitting around sipping on a Slurpee rather than the hard work required to get the U.S. back on its feet after a global 鍖nancial crisis. One thing came out loud and clear to FreshWorks/Ketchum: 7-Elevens cold slushy beverage was suddenly a hot topic.
SITUATION ANALYSIS The day after mid-term elections, President Obama was asked about his accusation of Republican rivals of sitting around sipping on a Slurpee: -Would you hold a Slurpee Summit as your 鍖rst meeting with new Republican leaders? -Slurpees are a delicious drink.
SITUATION ANALYSIS 7-Eleven acted quickly and within 24 hours, the story was hijacked for the bene鍖t of the brand. FreshWorks/Ketchum kicked off a three phase public relations campaign:
PHASE 1 Introduction of Purple for the People Slurpee and a 3,000-mile Slurpee Unity Tour across the country.
PHASE 1I A Slurpee Summit in Washington, D.C.
PHASE III Free Slurpees for Americans on Purple Friday (leveraged Black Friday, the post-Thanksgiving Friday that has become a red-letter day for holiday shopping).
OBJECTIVES 1. Build a comprehensive public relations campaign to enhance visibility of 7-Elevens Slurpee brand through 100 million media impressions and a 15% increase in social media followers.
OBJECTIVES 2. Elevate 7-Eleven Slurpee brand by capitalizing upon the essence of President Obamas Bipartisian mission -positively aligning Slurpee Unity messaging within 50% of the media dialogue about the Slurpee Summit and Campaign.
STRATEGY - President Obamas in鍖uencial comments to generate media buzz about the brand. - Appeal to political reporters by associating the Slurpee Summit as the of鍖cial name of the Bipartisan meeting. -Widen campaign by capitalizing on key moments in time (Black Friday).
ACHIEVEMENT After the 3-week period: 7-Elevens Slurpee was frozen in the minds of millions of Americans: more than 2 million Facebook fans, nearly 2,000 media stories, 1.7 billion media impressions, a total of $5.5 million in Ad value.
SLURPEE UNITY TOUR Host: Mike McLendon http://www.youtube.com/watch?v=GPdXWdY8Nc0
SILVER ANVYL AWARDS The Silver Anvil Award is the most prestigious honor a public relations professional can achieve, the best of the best public relations practices. This award is given to a contemporary issue with exemplary professional skill, creativity and resourcefulness, as is the case of: FreshWorks/Ketchum and 7-Eleven who were awarded in Jan,1 2011 in the category of Marketing Consumer Products.
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Silver Anvil Award: 7-Eleven unites American with Purple Slurpees

  • 1. PRSA Silver Anvil Award Winner 2011 PRSA Silver Anvil Award Winner 2011 7-Eleven Unites America with Purple Slurpees 7-Eleven unites America lvaro Casado Fadrique with Purple Bettina Schwedler Laura McGinty Slurpees lvaro Casado Chandler Spurlock Bettina Schwedler Chandler Spurlock Laura McGinty
  • 2. INTRODUCTION Fall 2010, President Barack Obama accused his Republican rivals of sitting around sipping on a Slurpee rather than the hard work required to get the U.S. back on its feet after a global 鍖nancial crisis. One thing came out loud and clear to FreshWorks/Ketchum: 7-Elevens cold slushy beverage was suddenly a hot topic.
  • 3. SITUATION ANALYSIS The day after mid-term elections, President Obama was asked about his accusation of Republican rivals of sitting around sipping on a Slurpee: -Would you hold a Slurpee Summit as your 鍖rst meeting with new Republican leaders? -Slurpees are a delicious drink.
  • 4. SITUATION ANALYSIS 7-Eleven acted quickly and within 24 hours, the story was hijacked for the bene鍖t of the brand. FreshWorks/Ketchum kicked off a three phase public relations campaign:
  • 5. PHASE 1 Introduction of Purple for the People Slurpee and a 3,000-mile Slurpee Unity Tour across the country.
  • 6. PHASE 1I A Slurpee Summit in Washington, D.C.
  • 7. PHASE III Free Slurpees for Americans on Purple Friday (leveraged Black Friday, the post-Thanksgiving Friday that has become a red-letter day for holiday shopping).
  • 8. OBJECTIVES 1. Build a comprehensive public relations campaign to enhance visibility of 7-Elevens Slurpee brand through 100 million media impressions and a 15% increase in social media followers.
  • 9. OBJECTIVES 2. Elevate 7-Eleven Slurpee brand by capitalizing upon the essence of President Obamas Bipartisian mission -positively aligning Slurpee Unity messaging within 50% of the media dialogue about the Slurpee Summit and Campaign.
  • 10. STRATEGY - President Obamas in鍖uencial comments to generate media buzz about the brand. - Appeal to political reporters by associating the Slurpee Summit as the of鍖cial name of the Bipartisan meeting. -Widen campaign by capitalizing on key moments in time (Black Friday).
  • 11. ACHIEVEMENT After the 3-week period: 7-Elevens Slurpee was frozen in the minds of millions of Americans: more than 2 million Facebook fans, nearly 2,000 media stories, 1.7 billion media impressions, a total of $5.5 million in Ad value.
  • 12. SLURPEE UNITY TOUR Host: Mike McLendon http://www.youtube.com/watch?v=GPdXWdY8Nc0
  • 13. SILVER ANVYL AWARDS The Silver Anvil Award is the most prestigious honor a public relations professional can achieve, the best of the best public relations practices. This award is given to a contemporary issue with exemplary professional skill, creativity and resourcefulness, as is the case of: FreshWorks/Ketchum and 7-Eleven who were awarded in Jan,1 2011 in the category of Marketing Consumer Products.