7-Eleven made a micro-K-drama to promote its new noms
The mini K-drama follows two classmates whose destinies intertwine during late-night runs to (of course) the local 7-Eleven. A short trailer captures a 7-Eleven employee/classic Korean uncle telling the two not-so-star-crossed lovers that they should notice: opposites attract. Visit Tubefilter for more great stories.
7-Eleven is going full microdrama to promote its latest munchies lineup.
Starting Nov. 2, 60-second episodes of A Convenient Love will pop up on 7-Eleven’s TikTok and Instagram channels to promote its new “Flavors of Korea” menu.
The mini K-drama follows two classmates whose destinies intertwine during late-night runs to (of course) the local 7-Eleven. A short trailer captures a 7-Eleven employee/classic Korean uncle telling the two not-so-star-crossed lovers that they should notice: opposites attract.
He delivers this line holding what is arguably the centerpiece of 7-Eleven’s new collection: a KBBQ pizza that’s an official partnership with Korean frozen food brand bibigo.
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“K-dramas run on heightened moments. And some of the most memorable ones happen over something as simple as a late-night meal at a convenience store,” Danny Lee, A Convenient Love‘s director, said in a statement. “That’s what made 7-Eleven’s new Korean-inspired menu a natural fit. We built 7 vertical episodes around it and shot all of them in a real 7-Eleven with the food at every turning point. In this genre the style is core to the storytelling, so we leaned into those familiar devices with some American cinematic flair, from the characters and humor to the visual details and, of course, the food from 7-Eleven.”
Pizza aside, the Flavors of Korea collection includes a gochujang remix on 7-Eleven’s iconic egg salad sando, gochujang boneless wings, bibigo spicy chicken dumplings, a KBBQ taquito, a KBBQ hot dog, and somyeon with kimchi.
7-Eleven will drop Convenient Love episodes throughout November, and each installment will “feature a limited-time discount on a spotlighted menu item,” according to a press release.
We have of course seen other brands capitalizing on the microseries trend, but 7-Eleven might be hitting the sweet spot. Microdramas got off the ground in Asia, and K-dramas specifically (long- or short-form) are an international sensation. Combining the two could push A Convenient Love to a level other branded series have yet to reach. We’re curious to see how it pays off.
Yo, 7-Eleven: Hit us up with performance data when the series wraps. (We also wouldn’t mind a sando or two.)
Visit Tubefilter for more great stories.