To reinvigorate the five year old promotion, BYO CUP DAY. Although an extremely successful event year on year, there had been no new news when it came to the annual announcement. The brief was to inject freshness into the day and inspire consumers to find new and inventive ways to participate in the experience.

Slurpee BYO CUP Day has become an annual institution. It’s the one day a year that anything can be a Slurpee Cup. To prove that statement to fans we set out to create cups out of the completely unexpected and seemingly impossible.

Using a suite of digital modelling tools, we took the actual sound-waves from our pre-recorded BYO CUP DAY radio ads and combined them to make the world’s first cup made from audio. The voice over of each ad determined the circumference of the cups, while the sound effects created each cup’s height and unique body shape. These were then 3D printed en masse, and made available for fans to win on Slurpee’s Facebook page, proving that even sound can be a cup. And inspiring the consumers to think outside the norm on BYO CUP DAY 2015.

Slurpee Sound Cup created a spike in social sharing across twitter, Facebook and Instagram. And saw more online activity in the lead up the event than in the previous 5 years. Recorded Sales were the highest for the year (month on month).

• Social Impressions: + 300% on non-Sound Cup posts

• Sound Cup Video completion rate of 83.03%: +76% estimated VCR

• Mobile performance: more than double the mobile benchmark

• Sales: +205% compared to average daily sales of week prior