Who doesn’t love a mustache straw? It’s this basic insight, coupled with one of the biggest trends in social media right now—the selfie—that drove Millennials into 7-Eleven stores this summer. Knowing the hottest months of the year are a big time for cold drinks, we launched the Slurpee Mustache Straw campaign, giving 7-Eleven guests the opportunity to dial up the fun in-store by snapping a selfie or picture of their friends with a cold Slurpee in hand, or at the feature display, and then posting it to Facebook, Instagram and Twitter. We took Slurpee fans’ rabid passion for fun and flavor, and married that to simple, high-impact creative executions designed to organically generate lots of social media impressions and, most important, drive traffic to the store. Leveraging OOH, owned digital, social media, and in-store signage to launch the mustache straw, we activated nationwide across 8,000 stores.