7 UP LiquidLoot at 7-Eleven

Campaign: "You Could Land $70 Grand"Client: Dr Pepper/Seven UpAgency: ZipatoniChallenge Dr Pepper/Seven UP had an opportunity to partner with 7-Eleven during the peak summer months, but needed a promotion that would be strong enough to compete with a large-scale tie-in to The Hulk being executed simultaneously by beverage rival Mountain Dew (PepsiCo). Insight7-Eleven customers live at the soda fountain during the summer months. Seven UP needed to create an account-specific program for 7-Eleven that secured the chain's prime summer real estate: Fountain translites and Big Gulp cups.StrategyThe company leveraged the success of 7 UP's in-market LiquidLoot promotion, which had created an emotional connection between the brand and Generation Y consumers. In it, consumers had the opportunity to collect points from specially marked 7 UP products to use on eBay to bid for music- and entertainment-related merchandise furnished by Warner Bros. The program's national success made it a natural fit to bring to 7-Eleven accounts nationwide. Activation As exclusive c-store partner, 7-Eleven offered special 44-ounce drink cups at beverage fountains that featured peel-off labels awarding at least 100 LiquidLoot points. One cup delivered an instant-win grand prize of $70,000, while others carried coupons for free two-liter bottles of 7 UP. Through the end of August, the cups replaced all of the chain's regular 44-ounce fountain cups. The promotion was also communicated with in-store signage that included a key fountain translite, as well as via radio support in 36 top markets.ResultsThe LiquidLoot fountain translite, in tandem with the 44-ounce promotional Super Big Gulp cups, cast a mighty shadow over the Mountain Dew/Hulk translite on the nearby Slurpee machines, giving 7 UP the branding edge in 7-Eleven stores.

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