Home  › Marketing › Strategies
7-eleven-day

7-Eleven Toasts July 11 With Slurpees and Digital Content

  |  July 11, 2013   |  Comments

7-Eleven Day content includes a Slurpee Dance video which, as of Wednesday, had nearly 50,000 views. The brand is also encouraging fans to post their own versions.

Convenience store chain 7-Eleven has declared July 11 (7-11) "7-Eleven Day," a day with free frozen Slurpee drinks and digital content that conveniently coincides with the brand's birthday.

To celebrate its 86th year in 2013, 7-Eleven says it has choreographed a "super-cool celebration" including an online dance party, which has a dedicated page on its website. It contains videos as well as downloadable, printable content.

"To celebrate means to dance, and to celebrate free Slurpee drinks means to Slurpee dance," 7-Eleven says.

As a means to that end, it has enlisted Nathan Barnatt, a performer it calls a "YouTube dancing phenom," to create his own version of the Slurpee Dance.

Danielle Ivey, senior manager of digital marketing at 7-Eleven, says the dance shows viewers the experience of drinking a Slurpee.

As of Wednesday, Barnatt's Slurpee Dance video had 63,000 views:

It was posted June 20.

"We get really good user-generated content...[like] fun images of the Slurpee -- not just the cup, but [consumers] show their Slurpee tongues and are just cooky and crazy in nature," Ivey says. "Every year, we think about how to make it bigger, better and different and because there's so much [user-generated content for 7-Eleven Day], we went with a dance party theme."

Fans are encouraged to download the Slurpee Dance theme song from the website and follow Barnatt's lead or make up their own Slurpee Dance moves and post them to 7-Eleven's Facebook page or on Twitter, YouTube, or Vine with the tag @slurpee #slurpeedance. Fans are also encouraged to use Vimeo and Tumblr.

The site also has a how-to video as well as a behind-the-scenes video.

In addition to video content, the Dance Party site includes downloadable PDFs that can be printed out to enhance consumers' 7-Eleven Day celebrations. That includes party favors like tiny party hats and assorted bows and bands, as well as Pam the Motivational Chinchilla, which, as the name implies, is a printable animal with positive messages.

"Those needing a little extra motivation to get their groove on can download Pam the Motivational Chinchilla with four affirming phrases," the brand says. "Because everyone needs a little encouragement, especially from a cute, fuzzy animal."

7-Eleven calls Pam "your life coach, sensei and not-so-secret admirer rolled into one."

Her motivational phrases include "Work it girl" and "Follow your dreams."

Ivey says 7-Eleven's target audience is "the kid in everyone."

7-Eleven encourages fans to download the 7-Eleven app from the iTunes store or Google Play to take advantage of its #Awesummer deals. According to the brand, that includes coupons for free merchandise like Slurpees and Snickers Ice Cream Bars.

7-Eleven says more than 40 percent of all Slurpees are sold during June, July, and August. The brand also says it sells enough Slurpee drinks each year to fill 44 Olympic swimming pools. The Slurpee was first introduced 47 years ago.

7-Eleven has 2.9 million likes on Facebook and 32,000 followers on Twitter.

It is using the hashtags #SlurpeeDance and #7ElevenDay to promote the Dance Party online.

In addition, as of Wednesday, 14,000 invitees had responded yes to the 7-Eleven Day Dance Party event on Facebook.

Since 2002, 7-Eleven has celebrated its birthday on July 11 by hosting birthday parties with free Slurpees. Free 12-ounce Slurpees are available July 11 from 11 a.m. to 7 p.m. local time at participating stores.

Based in Dallas, 7-Eleven says it operates, franchises, or licenses more than 10,100 stores in North America and more than 50,700 stores worldwide.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...