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7-Eleven goes to Monster University [GALLERY]

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A man is microwaving food in 7-Eleven late at night: the fluorescent lights are blinking; weird sounds are humming from behind the counters; the umbrella stand got knocked over out of nowhere.Half expecting a peppered-face Brad Pitt to jump out, the TVC debuted yesterday is actually a teaser for 7-Eleven’s Monster University premium programme set to launch tomorrow (sorry ladies).“The purpose of the TVC is to let people feel that something weird and spooky is cooking up at 7-Eleven,” said 7-Eleven sales and marketing director of Hong Kong and Macau, Rose Yeung, who adds that customer engagement must come before the official promotion given the speed of information nowadays.Riding off the global Disney digital campaign that lets movie-lovers make their own student IDs from a selection of monster cartoons, 7-Eleven launched a Facebook spinoff that lets users distort their own photo for the ID cards last week.This is the first time that 7-Eleven has done teaser events. The reason? To drive social attention for such a big collaboration, says Yeung.“Though we say that our convenient store serves the mass, the core target is relatively younger people, so we need to speak in their language and relate to them – these teaser events really work,” she says.Yeung adds that the so-called spooky aura of the new TVC actually remains consistent with its humourous approaches because it’s “an alternate way to introduce the monsters”.Following traditional pushes tomorrow, a second Facebook game of mix and match will open up more chances to win exclusive premiums.Its creative agency is Leo Burnett; media duties are taken up by Zenith Optimedia; while digital was handled by Agenda.

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