| Title | COMPLETE THE SLURPEE SUMMER HIT SONG |
| Brand | 7-ELEVEN |
| Product / Service | SLURPEE DRINK |
| Category | A06. Co-Creation & User Generated Content |
| Entrant | GIGIL Taguig, THE PHILIPPINES |
| Idea Creation | GIGIL Taguig, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Herbert Hernandez | GIGIL | Partner |
| Nikka Melchor | GIGIL | Copywriter |
| Badong Abesamis | GIGIL | Partner |
| Jeano Cruz | GIGIL | Head of Social |
| Edi Loyola | GIGIL | Head of Design |
| Heninah Salud | GIGIL | Art Director |
| Isabel Prollamante | GIGIL | Partner |
| Micco Balana | GIGIL | Account Executive |
Presenting: Complete the Slurpee Summer Hit Song. The hottest bands in the Philippines--Gracenote, Autotelic, and December Avenue--collaborated to write a summer song. It was released on Spotify as the first ever song on the platform with missing lyrics. Because we gave people the chance to be songwriters themselves, calling them to complete the song. All they had to do was to engage with Slurpee online to fill in the missing lyrics of the verses. But for the all-important chorus, they had to buy a Slurpee, choosing a cup bearing a word that completed the refrain. If they pick the most chosen cup and word, they have a chance to win a prize. The whole campaign was a refreshing blast...we even rolled out the song in the Slurpee Summer Hit Fest! The results left us not just mind blown...but brain frozen.
The whole campaign was a refreshing blast...we even rolled out the song in the Slurpee Summer Hit Fest! The results left us not just mind blown...but brain frozen.
The song on Spotify was played 281K times. The music video was viewed 18.2M times. The idea chalked up 157K engagements. The idea achieved 2.5M in PR values. The sales of 7-Eleven's Slurpee drink surged by 22.96% vs. last year.
This idea made use of entertainment to achieve brand objectives.
All they had to do was to engage with Slurpee online to fill in the missing lyrics of the verses. But for the all-important chorus, they had to buy a Slurpee, choosing a cup bearing a word that completed the refrain. If they pick the most chosen cup and word, they have a chance to win a prize.