Silver Anvil Award: 7-Eleven unites American with Purple Slurpees
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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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Semelhante a Silver Anvil Award: 7-Eleven unites American with Purple Slurpees
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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 Álvaro Casado Fadrique with Purple Bettina Schwedler Laura McGinty Slurpees Álvaro 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 financial crisis. One thing came out loud and clear to FreshWorks/Ketchum: 7-Eleven’s 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 first 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 benefit 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-Eleven’s 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 Obama’s Bipartisian mission -positively aligning Slurpee “Unity” messaging within 50% of the media dialogue about the Slurpee Summit and Campaign.
- 10. STRATEGY - President Obama’s influencial comments to generate media buzz about the brand. - Appeal to political reporters by associating the Slurpee Summit as the official name of the Bipartisan meeting. -Widen campaign by capitalizing on key moments in time (Black Friday).
- 11. ACHIEVEMENT After the 3-week period: 7-Eleven’s 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.
- 14. Thanks! Thanks!