Extra Mile Social Presence

INSIGHT

When gearing up for the day ahead, or unwinding from the commute home, little extras can make all the difference.

IDEA

Convenience stores exist to fulfill a specific purpose, to quickly supply you with the snacks and supplies you need to get you where you're going. Extra Mile strives to be more than just convenient, they want to be the spot you can count on for that little something extra to make you day a little better. To achieve this, we needed to step back from the traditional price/discount approach and talk about Extra Mile's selection in a more fun, experiential way.

Along with the release of their character, Extra Man, an array of content categories were developed that focused on everything from cool and unusual things you could do with items from the store to deals and specials to seasonal and topical moments throughout the year. By creating a social voice that was very light hearted and tongue in cheek, we were able to present a fun way to add a little extra to your day, regardless of the season.

Over the life of the program, the Extra Mile Facebook presence has garnered 8500 regular followers and hundreds of thousands of likes and shares.