7-Eleven is upping its game before the Super Bowl with a new campaign offering free pizza to fans of non-qualifying teams.
Made in collaboration with creative agency Dentsu, dentsu X, and Tag, the promo makes game-day parties even better for first-time 7NOW Delivery users.
In a press release, 7-Eleven Senior Vice President of Fresh Foods Brandon Brown spoke about how the Super Bowl is more than just a football event. It's also a shared celebration of food and friendship.
"Whether you're a football fanatic, a halftime show enthusiast or simply a pizza lover, we're here to support your game day experience with free pizza and other tasty deals that will make everyone feel like a winner."
A 60-second spot launched right before the AFC and NFC championships.
Based on the results of the two games, the campaign continued to run reactive and targeted ads in real-time across OOH, social, and radio through Super Bowl Sunday on February 9.
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With this campaign, 7-Eleven cleverly plays on traditional Super Bowl ads by engaging fans whose teams didn't make it to the Big Game.
Meanwhile, the campaign also encouraged fans whose teams punched their Super Bowl tickets to send an emotional support pizza to their friends.
Sending free pizzas to losing teams also makes for a delightful experiential marketing tactic that's sure to please even the sorest of losers.
Innovative marketing strategies like these highlight the importance of engaging audiences in meaningful ways.
It's a reminder that a well-timed, creative campaign can leave a lasting impact, driving both customer satisfaction and brand growth.
Turn That Frown Upside Down
A spot titled "Have an Emotional Support Pizza… Loser" opens with a shot of a lone man sitting on the couch, staring sadly at a TV screen.
The narrator hilariously begins by saying "HEY LOSER," as big red words flash on the screen.
Continuing, he talks about how most football fans are statistically losers thanks to the two-team nature of the Big Game. Clips of people experiencing emotional failures flash onscreen, to comedic effect.
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To make things better, the spot presents the solution: an emotional support pizza from 7-Eleven. With flavors like Extreme Meat and Philly Cheesesteak, 7NOW Delivery makes losing just a little less painful.
7-Eleven's pizzas aren't the only ones up for grabs during the Super Bowl.
Pizza Hut will give one lucky fan the chance to win a real pizza signed by Eli Manning using Hidden Valley Ranch.
