GIMME PIZZA

Knowing pizza would be a big push for 7-Eleven, we wanted to target a unique audience filled with people who are already ingrained in the fun-loving pizza culture and have 14X more Twitter followers than the average user. And we knew just the spot to reach all these internet-savvy millennials in the same place at the same time: SXSW Interactive. Using Twitter or the 7-Eleven app, SXSW Interactive attendees could tweet @7eleven with #GimmePizza and we delivered it directly to their location—for free. 

At a big event like SXSW, establishing a footprint is tough when budgets are limited, but we didn’t let that stop a good idea. We rented parking lots near downtown to set up our “delivery home base” and deployed mobile kitchens to make sure the pizza was always delivered hot and fresh.

When it was all said and done, we delivered almost two tons of pizza in the span of ten hours, and #GimmePizza became a trending topic on Twitter in Austin.