For one fun summer consumers enjoyed a new Slurpee flavor, Grape Purple Craze, available only at 7-Eleven stores. On the Slurpee cup were promotional codes redeemable online for amazing prizes including mp3 players, music downloads, and for a few really lucky fans, the chance to attend the world’s largest music festival – the Reading Festival in Reading England! The first-class trip for two to the festival included air, hotel, and VIP tickets to the festival with exclusive backstage access.
With Coca-Cola and 7-Eleven, NCompass created the program which included a 37-market radio promotion designed to create awareness and participation for the promotion and to drive consumption of the new Slurpee flavor.
