The 711 Club
Open the game- Brand
- 7-Eleven
- Year
- 2009
- Objective
- Engagement
- Industry
- Retail
- Platform
- Web
- Agency
- Spots Films
- With
- The SuperGroup
- With
- Ketchum Digital
Objective
7-Eleven launched a digital campaign to introduce its Brazilian Bold coffee to younger consumers aged 18-34. The brand aimed to drive awareness and trial of the product through engaging, shareable online entertainment that resonated with the target demographic.
Solution
The campaign featured an interactive dating simulation game set in a Rio de Janeiro nightclub. Players selected one of six male or female patrons and used multiple-choice pickup lines to flirt, earning points on a 'mojo meter' for correct answers. Successful players unlocked downloadable coupons for the Brazilian Bold coffee. The game was developed by Ketchum Digital and implemented by The SuperGroup, running from October through December 2009 with built-in social sharing features to drive word-of-mouth promotion.
Results
The campaign won the FWA 'Favorite Website' award, which generated significant traffic through social media retweets and shares. The game attracted a relatively balanced gender split among players, with female dating prospects being the dominant interaction choice. Specific reach, player numbers, or sales lift data were not published.
