7-Eleven: #NightTwitter

The first 24/7 store now has the first 24/7 Twitter

We took 7-Eleven’s community management to 11 by activating the first ever after hours campaign on Twitter. From 11pm – 7am, we tweeted explicitly for a nighttime Twitter audience, the first ever brand to do so.

Over the course of 6 Red Bull-fueled nights, we rallied #NightTwitter into a frenzy. The campaign generated 250% more impressions compared to daytime tweets, 130,000 interactions with fans, 5000 new followers, and a dangerous alliance with Feet twitter.