7-Eleven Road Trip Rally: Case Study

As some of you may know, a couple of months ago our production company produced the 7-Eleven Road Trip — a reality series that followed two teams, one on the East Coast, one on the West Coast, as they traveled across the country, ate at 7-Elevens’, and did various challenges along the way, eventually ending up at the INDY 500.

When we got the gig, it was our intent to not make the same awful type of reality series’ that are prevalent nowadays — we wanted to make this show in our quirky, fun and theoretically smart style. Luckily, we had the extreme fortune of working with 7-Eleven and their ad agency, TracyLocke — both of which understood that the Internet does not necessarily function like traditional media and that funny, quirky comedy sells in this space like some kind of delicious, quirky hotcake. They gave us almost full creative power to do everything from having our host, Drew give them each a cardboard cutout of himself to having Mr. Peanut destroy their picnic and steal their stuff.

Thanks to this, thanks to Blip.tv and thanks to all the guys and gals at 7-Eleven and TracyLocke, the series was a huge success. Not only in the numbers and the results (that you’ll see in the video case study I’m about to post below) but also because I think it’s one of the first series of this size and scope that was really open to the creativity and innovation available in online video.

Let that be a lesson to you other brands and agencies!

Another lesson is to hire us.

A third lesson is to also pay us a lot of money after you hire us.

And now, the results of the 7-Eleven Road Trip in a fancy-shmancy video: