The Ultimate Cup
Slurpee
Issue 34 | March 2015
Agency
Huckleberry Agency
Creative Team
Creative Director: Carmela Soares Social Media Manager: Filip Sarna Creatives: Ally Deacon, Mark Tompkins Account Director: Martin Tozzi-Condivi Account Manager: Jarrod Balme
Production Team
Nowlab/Isobar Innovations Director: Erik Hallander 3D Modelling: Aron Tardini
Date
September 2014
Background
BYO Cup Day was a day where anyone in Australia could take anything to 7-Eleven and fill it with Slurpee. It was highly successful but over the last few years had lost a bit of its popularity. Slurpee wanted to encourage people to be creative in their cup choices and share those cups on Social Media, as well as to drive awareness of the event.
Idea
Slurpee decided to give people the chance to win a prize for the best submissions. A prize so unique and personalized, that they would never be replicated again. The chance to drink Slurpee from their own... Head. And the promotion 'Win your head as a cup' was born.
Results
With less than $10k budget across media and production, the results were astounding. Thousands of images of people sipping their BYOed cup were entered through Facebook and Instagram. Slurpee's Instagram account grew by 18% IN ONE DAY. #BYOCUPDAY was a trending hashtag in Australia. The campaign reached 3.75 million users, at an overall engagement rate of 10.8% (27% above 2014 YTD).