The 711 Club
- Brand
- 7-Eleven
- Year
- 2009
- Objective
- Engagement
- Industry
- Retail
- Mechanic
- Simulation & Strategy
- Platform
- Web
- Agency
- Spots Films
- With
- The SuperGroup
- With
- Ketchum Digital
Objective
7-Eleven was rolling out Brazilian Bold, a new dark roast, and wanted to hook 18-34-year-olds just forming their coffee habits — the "sweet spot" for building brand loyalty. Betting that this audience already loved reality TV and online games, the brand built an entertainment piece designed to get passed around on its own, with a coupon at the end that turned clicks into store visits.
Solution
Players land at the711club.com and step into a fictional nightclub on the beaches of Rio, where a bartender invites them to pick one of six patrons to chat up. Each scene offers a menu of flirty pickup lines; picking one gets a reaction from the character and a reading on the "mojo meter" showing how well the line landed. Racking up mojo points through good lines and bonus club challenges unlocks a dance-battle minigame, where players ask their pick to dance and mirror on-screen moves with the keyboard to stay on beat. Players can also upload their own photo to swap their face onto a clubgoer's body and email or share the result. Hit enough mojo and the game pays off with a "Wake Up with a Hot Brazilian" reward: a downloadable coupon for Brazilian Bold coffee and a map to the nearest 7-Eleven.
- 1
The player lands on the711club.com, a fictional nightclub set on the beaches of Rio de Janeiro, and is prompted to test how good their "game" is at chatting people up.
- 2
The player picks one of six attractive clubgoers, both men and women, to pursue for the rest of the session.
- 3
Across a series of club scenes, the player picks from multiple-choice pick-up lines; the chosen character reacts, and a "mojo meter" shows how well each line landed while successful lines add to a running mojo-points score.
- 4
One scene is a dance battle, where the player invites their chosen match to dance and matches her or his moves using keyboard key presses in rhythm.
- 5
The player can upload a personal photo, which the game swaps onto the body of one of the clubgoers.
- 6
The resulting image can be emailed to friends or posted to social media directly from the game.
- 7
Earning enough mojo unlocks the "Wake Up with a Hot Brazilian" reward: a downloadable coupon for Brazilian Bold coffee and a map to the nearest 7-Eleven.
