7-Eleven has thousands of products that provide that extra jolt of energy to those who are constantly on the go. And people generally know that we have those individual products. So how do we reposition the stores as an "energy destination?"

We partnered up with up-and-coming extreme sports athletes to create content that showcases what one can do when energy is in your veins.

We asked customers online to help us craft a series of never-been-done-before stunts, and then had our athletes perform the ones that had received the most votes.

The promotion lived online, and was distributed via 7-Eleven and partner product social media channels. Engagement was high, and energy product sales spiked during the promotion.