Coffee is a critical revenue driver for 7-Eleven, but they face stiff competition from formidable opponents with many more media dollars to spend. Knowing consumers’ coffee choices are made based on taste AND experience, we needed to deliver a national campaign that would drive consumers to 7-Eleven. The solution: We brought the 2012 presidential election hype to 7-Eleven and reminded guests that they have a choice with 7-Election, a 360-degree campaign that truly created a two-way dialogue with consumers. Guests “voted” for their favorite Presidential candidate with every coffee purchase. Not only did consumers’ predictions match remarkably close to the actual election, coffee sales goals were exceeded. The campaign gained national media exposure with CNN, Fox News, The New York Times and The Daily Show … and, The Cannes Festival awarded the campaign a Silver Lion.