The gas station and convenience store company 7 Eleven witnessed sales fall in Australia due to other companies having cheaper frozen beverages. They came up with the Xpandinator, an attachment for their cups that allows consumers to get more for the same price. The Xpandinator grew in popularity rapidly, 7 Elevens sales grew and their Facebook and Instagram followers doubled. This was a very smart and inexpensive way to gain both owned and earned media.
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