- 7-Eleven and rapper Flo Milli have teamed together to release a Slurpee-inspired song, “Anything Flows,” in accordance with a press release. The song is an element of the retail chain’s wider campaign of the identical name, which it launched earlier this month.
- The song, available on YouTube and Spotify, also features musicians Kari Faux, 2Rare and Maiya the Don. As a part of the hassle, 7-Eleven is encouraging consumers on TikTok and Instagram Reels to place their very own twist on the song for the possibility to be included in a future remix.
- 7-Eleven also collaborated with streetwear designer King Ice for Slurpee-themed jewelry and multimedia company Lyrical Lemonade to supply consumers exclusive music experiences. The effort sees the retail chain doubling down on a refresh of its core chilled beverage.
7-Eleven is doubling down on a marketing overhaul for its Slurpee frozen beverage with its latest move, which expands on its earlier “Anything Flows” campaign. Building on the initial campaign, which included a recent logo and cup design for the Slurpee, the retail chain is now handing the keys to the buyer to take the refresh to social media, a key channel for its goal younger demographic.
Riddled with references to the frozen beverage, Flo Milli’s “Anything Flows” song is complete with a Y2K-inspired music video, directed by Warren Fu, that features daring, eccentric colours, that are also intended for 7-Eleven’s larger Slurpee refresh. The effort was developed in partnership with Dentsu, led by Dentsu Creative and dentsu X and produced by Nova Wav.
In effort to advertise the song, 7-Eleven launched a social media challenge tasking consumers to submit lyrics to the track’s open verse on TikTok or remix its Instagram Reel and use the tag #FlowLikeSlurpee by July 12 for the possibility to be featured on the song’s remix, set to be released later this summer. Brand-inspired tunes for social media have grow to be a commonly used marketing tactic, with similar efforts being deployed by brands like E.l.f. Cosmetics, Wendy’s and McDonald’s.
Beyond its music promotion, 7-Eleven will drop a line of Slurpee-inspired jewelry in partnership with designer King Ice later this summer. The necklaces, rings and bracelets shall be dished out through the corporate’s 7Rewards and Speedy Rewards programs to consumers who purchase participating products at select 7-Eleven, Speedway and Stripes stores, a move that would help the chain boost its loyalty membership. From June 28 to Aug. 1, customers also can earn seven additional entries by purchasing select products like pizza, wings and Red Bull.
The King Ice merchandise can be purchased through the brand’s 7Collection online shop. Additionally, the retail chain paired with Lyrical Lemonade, an organization that partners with rising music artists, to supply consumers the possibility for exclusive experiences, like the chance to star as an additional in a future music video.
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