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    7-Eleven 'Brainfreezing' Slurpee Online Viral Campaign Goes Live

    "BrainFreeze Laboratory" allows visitors to upload pictures and interactively connect with the Slurpee brand.

    DALLAS -- With the help of Omnicom Group's FreshWorks/The Integer Group and interactive technology provider Oddcast, convenience chain 7-Eleven, based here, launched a new online "experience" to promote its Slurpee beverages, MediaPost.com reported.

    Called the "BrainFreeze Laboratory," the micro-site encourages visitors to upload their picture, which is morphed to show how drinking a Slurpee beverage will change the color of their complexion, a technology powered by Oddcast's PhotoFace, a program that transforms a single photo into 3D avatar models, according to the report. The visitors can then to send pictures along to friends.

    "We chose to go viral with this campaign because we wanted to drive traffic to Slurpee.com," David Morley, interactive creative director at FreshWorks/The Integer Group, said in the report.

    BrainFreeze Laboratory is expected to run through July, and is cross-promoted through banner ads, the Slurpee Web site and promotional e-mails, the report stated.

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