7-Eleven x Deadpool 2

With a partnership with 20th Century Fox to leverage the Deadpool 2 cinematic release for co-promotion, I worked with our client to attract movie goers into 7-Eleven stores. As the key strategist, I identified audience insights that honed our audience target to gamers; a cohort that was a core Deadpool fanbase and heavy snackers [a 711 core segment]. From there, I crafted the communications strategy and creative brief for the production team. Spanning traditional, OOH, digital, and experiential channels, we generated 165M impressions from over 300 press placements within 11 days. Even more, 735K unique 7-Rewards (7RP) users performed 1.1M actions with our in-app AR experiences; that’s about 75% of 7RP’s weekly active users! With the help of Deadpool, we were able to track a 40% increase in take rate for co-branded chimichangas since the start of the period.