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Special Project

Special Project
From the 10th Annual Shorty Awards

Tap of War

Winner in Instagram Story

Audience Honor in Instagram Story


We had the task of breaking into a new media for the brand: Instagram Stories. Sounds like a normal trajectory for Slurpee who have a younger demographic audience, right? Well, they may have a normal trajectory, but they definitely don't have a normal brand. Slurpee is rainbow-filled, cheeky, high-energy, inclusive and taste-quenching. So our challenge was we injecting a little of that into Stories, blowing our audiences expectations of crazy content out of water (or icy cold Slurpee).

Strategy and Execution

We looked at using the existing Story features in mouth-watering ways to create delicious content. We entertained the idea of getting artists to create in-Story pieces of art around content, similar to Instagram legend Sean Charmatz. But it just didn't feel like it would excite our audience enough.

So instead, we transformed a content-viewing platform into a gaming platform to represent the playful, energetic brand and get fans tapping back for more. We hacked Stories by using the left and right functionality in a never-before-seen way to create a high-intensity two-player game of skill.

The gamified and competitive Instagram Story worked by grabbing a mate, tapping as hard and fast as you can to drag the Slurpee onto your side. And the prize? Well, that was up to Slurpers. It worked similar to a wager bet, which saw our weird and wonderful audience bet on things like: wearing a chicken costume in public, eating a tablespoon of hot sauce and of course, many many Slurpees shouted.


Our Slurpers couldn't get enough. After the 24-hour story ended, we saw:

- Close to 400,000 total taps, which is over 4.5 taps a second

- 6 rematches per player

- Facebook recognise it as a Best Practice and Innovation case study

All without a dollar put behind it.

Heaps of Slurpers from around Australia slid into our DMs to let us know their wagers, with plenty of winners scoring a free Slurpee from their mates. Let's just hope we don't receive any complaints of carpal tunnel from too much gameplay in the future!


Entrant Company / Organization Name

Isobar Australia, Slurpee


Entry Credits