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DALLAS -- 7-Eleven Inc.'s recently redesigned Web site for its famed frosty drink -- www.slurpee.com -- now includes interactive features providing fans worldwide the ability to share photos, videos and post messages about all things Slurpee.
Launched in April, Slurpee Nation has resonated with the public. From January to May Web site page hits increased nine fold. "Slurpee drinkers see themselves as unapologetically nonconformists," Evan Brody, 7-Eleven marketing manager for Slurpee and fountain beverages, said in a released statement. "They didn't really have a place to congregate, and Slurpee Nation creates a virtual lounge or club where they share Slurpee experiences through message boards, photos and videos."
The Integer Group was chosen by 7-Eleven to redesign the site, an initiative that coincided with the premier of the "Iron Man" movie, which both companies teamed on. The redesign included all new site architecture, navigation, creative content, artwork, animated elements and thematics.
"Slurpee Nation is the very essence of what Integer delivers to clients every day -- creativity that lives at the intersection of branding and selling," Bob Robinson, Integer executive creative director, said in a released statement. "We took one of the world's most iconic brands and created an online experience that engages and drives our teen target to respond."
Robinson explained the Slurpee Nation manifesto was created to serve as a mission statement of sorts. It reads in part:
"Bound by our devotion to the world's coolest drink, we are vast. Diverse. And as colorful as a rainbow Slurpee. We extend our ice-cold hand with pride to all those who seek more from life. To that special band of individuals known as Slurpee Nation."