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FIND YOUR SLURPEE VIBE

7-Eleven, Slurpee Day
11 July 2023

Case study / 05

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Find your Slurpee Vibe share card: the Slurpee logo beside a phone showing the virtual Slurpee machine

(Overview)

A virtual Slurpee machine that pours your personality, then turns it into 7-Eleven's first-ever digital collectible.

Slurpee Day falls on 7-Eleven's birthday, 11 July, when stores across the US hand out free Slurpee drinks. For its 96th, the brand wanted the party to carry on online. The idea was a Slurpee machine in your pocket that reads your "vibe" from the flavours you pour.

Fans swiped through Cherry, Blue Raspberry, Piña Colada and limited-edition Summertime Citrus, held the nozzle to pour, and got their mix analysed. They could then mint the result as a digital collectible, share it with #SlurpeeVibe, and earn extra entries into a prize draw for Slurpee-inspired jewellery.

Client
7-Eleven, Inc.
Campaign
Find Your Slurpee Vibe, Slurpee Day 2023
My role
Head of Delivery / Senior Producer
Scope
Mobile web experience, collectible minting, social sharing
Agency
VaynerMedia + Modern English
Live
11–18 July 2023

(Day one)

10,000

Collectibles minted in the first 24 hours

01

Swipe, hold, pour

The whole experience lives in one thumb. Swipe to choose flavours, hold the nozzle to pour, and watch the machine "analyse" your mix before revealing your vibe. Every step was built for a phone held in one hand outside a 7-Eleven, cup in the other.

The flow, start to finish

Drag or scroll →

  1. Intro: What's your Slurpee vibe?

    01 Intro

  2. Choose your flavours instruction

    02 Choose flavours

  3. Swipe to explore the flavours

    03 Swipe

  4. Hold the nozzle to pour

    04 Hold to pour

  5. Pouring your Slurpee

    05 Pouring

  6. Analysing Slurpee vibe

    06 Analysing

  7. Cool Slurpee! Can we get a vibe check?

    07 Vibe check

  8. Mix results: Sweet Sensation vibe

    08 Your vibe

  9. Sign up to claim your digital collectible

    09 Claim

  10. Enter the code sent by email

    10 Verify

  11. Collectible minting in progress

    11 Minting

  12. Success: collectible claimed

    12 Claimed

  13. Share on Facebook, Twitter or copy the link

    13 Share

“…marking another first for the brand with our inaugural digital collectible.”

Marissa Jarratt, EVP & Chief Marketing and Sustainability Officer, 7-Eleven
02

Collectibles, no crypto required

Most Slurpee fans have never owned a crypto wallet, and they shouldn't need one. Claiming took a name, an email and a one-time code. The collectible minted in the background in up to 30 seconds and landed in a wallet tied to that email. Loyalty members got bonus prize entries for claiming, which linked the moment back to 7Rewards.

One-time code entry
Minting in progress
Collectible claimed
Full list of Slurpee vibes, each with its own collectible artwork
03

Built for the phone

The machine was designed for thumbs, so desktop visitors weren't left with a stretched version. They got a QR code that handed them straight to their phone, keeping everyone on the experience it was built for.

Desktop page with a QR code to open the virtual Slurpee machine on mobile
04

My role

As Head of Delivery and Senior Producer, I took the Vibe Check Machine from concept to a launch at 7:11pm ET on 7/11. I ran delivery across VaynerMedia, Modern English and 7-Eleven, and got a playful, animation-heavy experience with live minting and loyalty tie-ins ready for a national spike in traffic on a date that couldn't move.

(By the numbers)

  1. 01

    10,000 mints

    Collectibles claimed in the first day

  2. 02

    A brand first

    7-Eleven's first-ever digital collectible

  3. 03

    4 flavours

    Cherry, Blue Raspberry, Piña Colada and Summertime Citrus

  4. 04

    7 days

    Remix again and again, 11–18 July

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