“Why is the n in 7-ELEVEN’s logo
not capitalized?”
A question many 7-Eleven fans didn’t know they needed to ask until our we had a little fun on April Fools for 2025
But first we had to remind people that this was a question they needed to be asking more…
PART ONE: The Conspiracy
So we took a risk, and “leaked” an internal memo about the logo and the truth behind it. Banking on our audience being angaged enough to take the bait.
To follow, we storyboarded, scripted and shot an “accidental” Instagram Live that leaked an “internal meeting” about 7-Eleven’s rebrand, mostly to assuage any questions about the lowercase n.
We even seeded it Pubity to get some news outlet coverage on this “breaking scandal”
PART TWO: The Cover Up
The day of April Fools, to “distract” people from our logo we launched a full scale (albeit fake) cover up. We re-branded all of our social channels with our new capitalized N logo. Made an announcement post, and got to work on “sourcing” some user generated content.
Part Three: Back To Normal?
Social Tactics
The real magic with this activation was the Community Management response and social strategy that we collaborated with our strategy partners on. We put together burner accounts to feed the fire, to drive comments and replies to each post, and at the end, we let our social media managers loose to wreak mischief in the comments.
