Introduction: The 7/11 video choreography features footage of Beyonce and 6 other girls dancing in various locations of a hotel room in Beverly Hills. A trap song with Hip Hop elements, 7/11 features autotuned rap rather than Beyonce’s raw vocals. To date the video has over 436 million views on Youtube.Outcome: This ingenious marketing strategy raised enough awareness to have the 7/11 video choreography nominated for best female video, best pop video, and best choreography at the MTV Video Music Awards.It influenced over 2,000 dance groups to recreate the choreography with the participation of over 10,000 dancers..Thanks to its video content and a highly influential promotional campaign (#711challenge), 7/11 appeared on the following billboard charts:
  • US Dance Club Songs (#1)
  • Billboard Hot 100 (#1)
  • Hot R&B/ Hip Hop Songs (#1)
  • In Belgium (#1)
  • UK R&B (#2)
  • In France (#11)

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