• March 19, 2009

7-Eleven has launched a new online "experience" to promote its Slurpee beverages. The "BrainFreeze Laboratory" encourages visitors to upload their pictures to see how drinking a Slurpee beverage will change the color of their complexion, and then to send those pictures to friends.

"We chose to go viral with this campaign because we wanted to drive traffic to Slurpee.com," said David Morley, interactive creative director at Omnicom's FreshWorks/The Integer Group, which worked with interactive technology provider Oddcast.

The campaign is expected to run through July, and is being cross-promoted through banner ads, the Slurpee Web site, and promotional emails.--Gavin O'Malley