The Story

International convenience store and household name, 7-Eleven needed some help causing waves on social.  We partnered with 7-Eleven to remix their Dance the Slurp song, an original recording from the late 60s, and transformed the bop into a viral #DanceTheSlurp social media dance challenge.

  • servicesIntegrated Brand Experience
  • year2020

The Challenge

Reach millions of people across Canada, virtually and online. Easy.


To celebrate 50 years of Slurpee in Canada, we launched a social media campaign in the leadup to  “Free Slurpee Day”. 7-Eleven tasked AntiSocial to reach over 5 million people across Canada, over a variety of platforms, to help build awareness for Slurpee day, 7-11.

The Solution

A dance challenge to take Canada by storm


Using the original 1960s track “The Slurp”, we worked with a two-time Grammy award winner and Canadian music producer Chin Injeti to remix the track into a share-worthy bop. To create the dance move to go along with the song, we partnered with an award-winning Canadian choreographer, Carlo. Then, “The Slurp” was born.

Execution

Enlisting the help of the Canadian dance community


Involving the dance community was crucial to have the most authentic buy-in from the general public, while also inspiring them to submit dance videos and engage with branded content. We contacted the top 15 dance studios in Canada, as well as dance influencers and choreographers across Canada with a follower count ranging from 1,000 to 50,000.  Once we had the dance audiences on board and a host of UGC to repurpose, we reached out to content channels across Canada including Daily Hive, Narcity, and Curiosity. Thus, the buzz was born.

The Results


We asked people to dance with us, and they did (with over 3500 submissions).

Awards

Best Use of Content Marketing, 2020 Canadian Search Awards

Press

Global News

Daily Hive Anniversary

Daily Hive

690,498

Total Engagement

1.5M +

Views

12M +

Impressions