To launch the 7/11 x Drumstick Cone collab, we leveraged social listening to create the Cone Car Trade. This was all about catching the attention of snack-loving Gen Z and Millennials by bringing Drumstick’s vibe of unexpected fun to life.

The campaign’s goals focused on generating buzz, boosting brand visibility, and sparking engagement through a unique trade-in experience that broke away from traditional sweepstakes templates. Instead of a typical sale, participants were encouraged to comment their trade offers of quirky and unconventional items for a Drumstick-wrapped kei truck. 

The truck was listed on Facebook Marketplace, a platform known for its mix of odd and desirable treasures, and promoted on Tiktok with a mix of paid boosting and influencer content to create intrigue and excitement that got people talking.

As a result, the campaign drove significant brand awareness, social impressions, giveaway entries, and media placements in outlets like Food and Wine.