The Brief

Slurpee is the world’s most loved frozen original frozen beverage and the only one on the planet that allows you to experiment with no limits. We needed to do something that not only reflected the brand’s mantra ‘Drink Different’ but create something that expanded it. Our role was to get fans engaged with brand in a way that was unique to Slurpee – if our competitors could do it, we shouldn’t. We needed to increase Slurpee’s value, without being detrimental to our profit.

Describe how the promotion developed from concept to implementation

We decided to design something that not only symbolised Slurpee’s ‘Drink Different’ mantra, but that allowed to compete in the value war on our own terms. We created the Xpandinator, a device that for the first time ever exploited the space above the cup and amplified on the Slurpee experience. Designed to mix more, share more and give reason to converse more with the brand, the Xpandinator became its own piece of ambient media. While we created a reusable device, we also wanted to create a reusable idea, something that we can whip out whenever sales are decreasing.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Xpandinator quickly became a catalyst for the biggest social media interaction in the brand’s history. On Instagram alone, we saw a 658% growth rate in followers and Facebook engagement tripled. By spending less than a quarter of our regular communication budget, sales went up 45% with people actively choosing Slurpee over cheaper competitor offerings. It stimulated conversation, driving people to socially share it physically and online. The success of the Xpandinator has lead to international 7-Eleven stores adopting the idea to Xpandinate their sales too.

Explain why the method of promotion was most relevant to the product or service

The Xpandinator was an attachable device designed to multiply the Slurpee experience. It was purposely created to flip value on its head and literally bring the brand’s mantra to life. Designed to be in the hands of the consumer, it became a piece of unpaid ambient media that fans could share in the physical world and the social one.