1. PRSA Silver Anvil Award Winner 2011PRSASilver Anvil Award Winner 20117-Eleven Unites Americawith Purple Slurpees7-Eleven unites America lvaro Casado Fadrique with PurpleBettina SchwedlerLaura McGintySlurpeeslvaro CasadoChandler SpurlockBettina Schwedler Chandler Spurlock Laura McGinty

2. INTRODUCTIONFall 2010, President Barack Obama accusedhis Republican rivals of sitting aroundsipping on a Slurpee rather than the hard work required to get the U.S. back on its feet after a global nancial crisis.One thing came out loud and clear to FreshWorks/Ketchum: 7-Elevens cold slushy beverage wassuddenly a hot topic. 3. SITUATION ANALYSISThe day after mid-term elections, President Obama was askedabout his accusation of Republican rivals of sitting around sipping on a Slurpee:-Would you hold a Slurpee Summit as your rst meeting with new Republican leaders?-Slurpees are a delicious drink. 4. SITUATION ANALYSIS7-Eleven acted quickly and within 24 hours, the story washijacked for the benet of the brand. FreshWorks/Ketchum kicked off a three phase public relations campaign: 5. PHASE 1Introduction of Purple for the People Slurpee and a 3,000-mileSlurpee Unity Tour across the country. 6. PHASE 1IA Slurpee SummitinWashington, D.C. 7. PHASE III Free Slurpees for Americans on Purple Friday(leveraged Black Friday, the post-Thanksgiving Friday that has become a red-letter day for holiday shopping). 8. OBJECTIVES1. Build a comprehensive public relations campaign to enhancevisibility of 7-Elevens Slurpee brand through 100 million media impressions and a 15% increase in social media followers. 9. OBJECTIVES 2. Elevate 7-Eleven Slurpee brand by capitalizing upon theessence of President Obamas Bipartisian mission -positivelyaligning Slurpee Unity messaging within 50% of the media dialogue about the Slurpee Summit and Campaign. 10. STRATEGY- President Obamas inuencial comments to generate media buzz about the brand.- Appeal to political reporters by associating the Slurpee Summit as the ofcial name of the Bipartisan meeting.-Widen campaign by capitalizing on key moments in time (Black Friday). 11. ACHIEVEMENT After the 3-week period:7-Elevens Slurpee was frozen in the minds of millions of Americans:more than 2 million Facebook fans,nearly 2,000 media stories,1.7 billion media impressions,a total of $5.5 million in Ad value. 12. SLURPEE UNITY TOURHost: Mike McLendonhttp://www.youtube.com/watch?v=GPdXWdY8Nc0 13. SILVER ANVYL AWARDS The Silver Anvil Award is the most prestigious honor a public relationsprofessional can achieve, the best of the best public relations practices.This award is given to a contemporary issue with exemplary professionalskill, creativity and resourcefulness, as is the case of: FreshWorks/Ketchum and 7-Eleven who were awarded in Jan,1 2011 in the category of Marketing Consumer Products. 14. Thanks!Thanks!