7-Eleven Gets More Game On

7-Eleven continued its marketing push in the video game category this fall by joining with publishers Electronic Arts and Ubisoft Entertainment for a unique 45-day Slurpee promotion.The convenience store chain launched the "Access 45" campaign on Oct. 1 to coincide with the fall releases of Electronic Arts' Medal of Honor and EA Sports MMA and Ubisoft's Assassin's Creed Brotherhood. Running through Nov. 14, the promotion offered daily "prizes" to members of 7-Eleven's "Slurpee Nation" online rewards program. (See "Marketing at 7-Eleven" in Related Articles.)Participants obtained the prizes by redeeming rewards points in increments ranging from two to 1,000. Among the 45 different prizes were exclusive in-game tools and downloads from EA and Ubisoft, video game consoles, games, T-shirts, posters, Oakley sunglasses, game-related figurines and posters. On two days, the prize was entry into sweepstakes, one awarding a trip to a Strikeforce mixed martial arts competition staged by Silicon Valley Sports and Entertainment, the other a visit to Ubisoft's studio in Montreal, Canada, to meet the Assassin's Creed designers.The prizes were revealed on Slurpee.com just after midnight each day (see Image at right), and removed just before midnight or earlier if they sold out. 7-Eleven also used social-media site Twitter to relay the prize information. "Each day brings something different, and we think that daily element of surprise will be fun for gamers," chief marketing officer Rita Bargerhuff said in a release announcing the promotion. Promotional materials included three lenticular Slurpee cups (one for each aforementioned game) that carried codes awarding five rewards points. (Cup codes are typically worth one to four points.) Translite signs on Slurpee machines supported. (See Images at right.) Last spring, 7-Eleven staged a massive campaign with Zynga Game Network. (See "7-Eleven Field Report: July 7, 2010.") The chain has made avid gamers a key "segment" in its consumer strategy. In other Slurpee-centered activity, 7-Eleven reacted quickly to a post-Election Day comment from President Barack Obama, who jokingly suggested he should have a "Slurpee Summit" with the new Republican leaders in the U.S. House of Representatives. One day later, the chain issued a media release and contacted White House officials with an offer to host a Summit and install Slurpee machines in the White House. (The request was made through Washington, DC-based public relations firm New Partners, according to reports.) On Nov. 5, the retailer launched a "Unity Tour" that is distributing free Slurpees in capital cities as it travels from hometown Dallas to DC. The chain also introduced a new flavor for the occasion: "Purple for the People." The tour is being promoted on Facebook and Twitter.Dallas-based 7-Eleven consists of 6,627 company-owned, franchised and licensed stores in the U.S.The retailer confirmed this month that it has terminated discussions with Ankeny, IA-based Casey's General Stores regarding a possible friendly takeover. (See the Sept. 23 Field Report.) "While we are no longer in talks with Casey's regarding a transaction, our strategy is to grow aggressively in the U.S. and Canada," chief executive officer Joe DePinto said in a release.

7-Eleven Gets More Game On

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