7-Eleven partnered with The Tetris Co. for a sweepstakes and themed apparel collection celebrating Tetris’ 40th anniversary.Shoppers can enter from May 1 through June 25 by using their mobile apps or loyalty cards from 7-Eleven or Speedway to purchase a qualifying product from — among others, Coca-Cola Co.’s Sprite Chill, Ghost Energy’s Ghost Hydration, Red Bull or private label 7-Select. The sweeps awards 20,000 winners with a handheld Tetris gaming device shaped like 7-Eleven’s proprietary Slurpee drink. Orlando, Florida-based Creative Zing administers the promotion.“As we mark the milestone 40th anniversary of Tetris, we are excited to announce our partnership with 7-Eleven, another iconic brand beloved across generations,” Tetris CEO Maya Rogers said in a statement. “This collaboration celebrates our spirit of innovation and delivers fans with a new, fun way to experience Tetris.”7-Eleven heavily promoted the sweeps within stores on signage plugging deals for 7Rewards members on eligible brands, among them Hershey’s One, Froneri’s Drumstick, Blue Diamond and Simply Good Foods’ Quest. Cooler clings, header cards and window signs used a QR code to link to the download page for the loyalty app.The campaign also incorporates a 7-Eleven + Tetris apparel collection sold through 7Collection.com. Facebook, Instagram and TikTok posts and a home page banner ad on 7-Eleven.com support the promotion.7-Eleven ran a similar campaign last summer tied to Bandai Namco’s “Pac-Man” video game franchise.“We know our customers are passionate gaming enthusiasts who also appreciate a healthy dose of nostalgia — making this collaboration with Tetris a perfect fit," Marissa Jarratt, 7-Eleven executive vice president, chief marketing & sustainability officer, said in a statement. “We’re excited to bring fans of these iconic brands a unique, one-of-a-kind way to play the classic arcade game they love.”