One Nation, Under Slurpee(R)

BusinessWire:

If Slurpee Nation were a real country, it would be a really cool one. 7-Eleven, Inc.’s website about its iconic frozen carbonated beverage – www.slurpee.com – just got cooler. The redesigned site includes interactive features, giving Slurpee®-drink lovers around the globe the opportunity to post messages, and share photos and videos featuring their favorite frozen beverage.

The site was renamed Slurpee Nation to reflect the tone and feeling of the new design. After the redesigned www.slurpee.com went live in April, traffic to the site steadily began to grow and by May, page hits were nine times what they were in January 2008.

“Slurpee drinkers see themselves as unapologetically nonconformists,” said Evan Brody, 7-Eleven marketing manager for Slurpee and fountain beverages. “They didn’t really have a place to congregate, and Slurpee Nation creates a virtual lounge or club where they share Slurpee experiences through message boards, photos and videos.”

The Integer Group® in Dallas, part of the FreshWorks consortium of advertising and marketing agencies that handles the 7-Eleven account, won the assignment earlier this year and unveiled Slurpee Nation on April 1 to coincide with the promotion planned around the premiere of the “Iron Man” movie.

The redesign included all new site architecture, navigation, creative content, artwork, animated elements and thematics.

“Slurpee Nation is the very essence of what Integer delivers to clients every day – creativity that lives at the intersection of branding and selling,” said Bob Robinson, Integer executive creative director. “We took one of the world’s most iconic brands and created an online experience that engages and drives our teen target to respond.” Read more.