7-Eleven Chills Out with Slurpee

7-Eleven this month kicked off summer marketing for its proprietary Slurpee beverage by launching an "All Access Chill" sweepstakes aimed at Millennials and music lovers.Running May 6 through July 18, the sweeps will award 13 trips to either attend an album-cover-type photo shoot with a “world-renowned rock ‘n’ roll” photographer, get a "festival makeover" with a Hollywood stylist, experience a music recording session and visit the Grammy Museum in Los Angeles, see and meet pop singer Austin Mahone, or attend one of five music summer festivals: Electric Forest in Rothbury, MI; Sasquatch! in George, WA; Rock In Rio USA in Las Vegas; Firefly in Dover, DE; or the Governor’s Ball in New York. Secondary prizes include 10,000 song downloads, 124 three-month Spotify subscriptions, 200 Slurpee-branded All Access Chill t-shirts, nine Beats by Dre headphones and eight Fender guitars. Consumers enter on a promotional web page (slurpeeallaccess.com/amoe) or through 7-Eleven's mobile application by providing their single-member bar code at checkout with purchase of any Slurpee beverage. Participants can earn up to 10 entries per day. A total of 17,011 prizes will be distributed with a minimum of 20 winners per day.Though the sweeps has not garnered any in-store support, it is promoted via various Facebook and Twitter updates, carousel ads on slurpee.com and 7-eleven.com, a splash page on slurpee.com, a promotional web page (allaccess.slurpee.com), a Snapchat video and a mobile app ad. The retailer also held a kickoff event with Mahone at a 7-Eleven location in Boca Raton, FL, on May 6. Facebook and Twitter updates from Mahone supported. “We are getting into the full swing of Slurpee season as we head into summer,” said Laura Gordon, 7‑Eleven's vice president of marketing and brand innovation, in a media release. “Summer is all about having fun, hanging out with friends and making memories. And, music is a big part of that. With All Access Chill, we hope to bring Slurpee and music together and for a lot of lucky winners, create special memories that will last a lifetime.”Attracting Millennial consumers also is a priority for the convenience-store chain, which noted in the release that one in five Millennials attended a festival in the past 12 months.“We believe music is a way to connect with this age group on an emotional level," Gordon said in the release. "To be relevant, we have to be part of our customers’ lives to give them more reasons to love our Slurpee brand and create experiences they can share with their friends."In addition, the sweeps serves as a way to encourage consumers to join 7-Eleven’s mobile app loyalty program, 7Rewards, since they need to use it to receive an entry with purchase.In other Slurpee activity, 7-Eleven rolled out a new flavor from PepsiCo: Mountain Dew Solar Flare. Translite signs on Slurpee machines promote the new flavor as well as an offer for $1 Doritos chips with the purchase of any Slurpee beverage. Exclusive to the c-store chain, Mountain Dew Solar Flare was introduced last summer for 7-Eleven’s Big Gulp fountain beverage service.

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