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The Internet Has Spoken
A viral campaign built around an unlikely mascot, a YouTube-famous dancer with a devoted gamer following, that turned Free Slurpee Day into a cultural phenomenon still referenced in marketing today.
As Agency of Record for the 7-Eleven and Slurpee digital account, I led a team of up to six Art Directors and Writers across a full brand ecosystem: site redesign, print, digital, video, and experiential campaigns.
The challenge for Free Slurpee Day was standing out in a crowded promotional landscape. We needed something that felt organic, shareable, and impossible to ignore. The answer came in the form of an unlikely hero: a YouTube mascot known for wild dance moves and a devoted gamer following.
As AOR, I built and managed a creative team of up to six Art Directors and Writers, overseeing every touchpoint of the 7-Eleven and Slurpee brand, from a full site redesign to integrated campaign work across print, digital, video, and experiential.
Rather than defaulting to celebrity endorsement, we identified a YouTube mascot with an authentic gamer following and a gift for outrageous choreography. The fit was unexpected, which made it perfect. Authentic, shareable, and completely ownable by Slurpee.
The campaign was engineered for spread from the start, built around a signature move, a memorable visual, and a cultural hook tied to Free Slurpee Day. The result was a phenomenon that earned 3,000 PR placements, reached all top 50 markets, and is still referenced in marketing conversations today.
15.8 million views.
50 million impressions.
The Slurpee Dance drove 7-Eleven's highest social engagement on record, a benchmark that redefined what the brand's audience would show up for, and set a new standard for how a convenience retail brand could move culture.
Nathan had what it took, all we had to do was put a Slurpee in his hand!
Jeremy Bartel, Liberal Media Films Director