How can a convenience store connect to the most hardcore fandom in the world?
The Ask
7 ELEVEn is trying to gather online followers by connecting to and celebrating fandoms.
The Strategy
Get Anime fans to see 7 ELEVEn as a fellow Anime Lover.
The Creative
Anime Fans express their love of their Anime by creating. They make amazing fan art, fanfics, and cosplay. 7 ELEVEn will do the same.
7ELEVEn Trading Cards
The release of new cards will be announced through Instagram
For a limited time, 7ELEVEn trading cards based off of popular animes will be available with Slurpees
7ELEVEn Cosplay
People submit their 7ELEVEn cosplays through twitter.
Our favorites are turned into actual 7ELEVEn anime characters.
The best of the best are turned into 7ELEVEn trading cards
7ELEVEn Anime
7ELEVEn Japan has already created a three episode anime miniseries for the brand. Its just a matter of bringing that amazing anime to the states!
Social Media Plan
We will partner with Anime Reaction influencers on TikTok. They will do live, pre-release, streams of each episode before we post it.
Afterwards, we will post the episode on our own channel, with duet enabled.
Then those same anime reaction influencers will make duet reaction videos. Anyone else who wants to duet the anime will be able to.
My Role:
I pitched this campaign while interning at Dentsu. I did the creative strategy for the concept and drew all illustrations. Though this campaign has not been executed online yet, Account Managers and Creative Directors plan on pitching it to the client and bringing it to life in late july.