SLURPEE | BRING YOUR OWN CUP DAY
Slurpee decided to launch Bring Your Own Cup Day in the U.S. for the first time EVER. However, U.S. franchisee owners were apprehensive (after seeing people fill up kiddie pools of Slurpee), so paid media support was slim to none.
We teased the announcement on social, driving to the newly launched Snapchat channel for the big reveal. Slurpee.com became the hub for the details, cup rules and user-generated content. A Cup Clinic went down on Snapchat a few days before to help friends see if their cups made the cut. And the day of, we surpassed sales records, impressed the press, and received over 100,000 mentions on social. Cheers!