7-Eleven Leverages Pac-Man's Popularity

7-Eleven tapped into nostalgia by partnering with Bandai Namco’s "Pac-Man" video game franchise on a sweepstakes. Shoppers entered from Feb. 22 through May 23 by using their mobile apps or loyalty cards from 7-Eleven or Speedway to purchase a qualifying product from, among others, Hershey Co’s Reese’s, Mars Inc.’s Snickers, General Mills' Chex Mix, Ferrara Candy Co.’s Trolli or private label 7-Select. Seven grand-prize winners receive an ultimate arcade package that includes a custom 7-Eleven- or Speedway-branded Pac-Man arcade machine, an air hockey table, a Pac-Man arcade table, and a Pac-Man area rug and stool. Eleven winners get the arcade machine and stool; 2,800 receive a Pac-Man arcade keychain; and 40 receive branded items such as a Trolli Xbox controller or a Chex Mix trucker hat and fanny pack. Orlando, Florida-based Creative Zing administered the promotion. "Our customers love a little friendly competition, and Pac-Man is an undeniably popular game we've known and loved for decades,” Marissa Jarratt, 7‑Eleven executive vice president and chief marketing officer, said in a media release. “We are thrilled to bring these two iconic brands together to take game play to the next level. We're chomping at the bit to deliver a dose of that '80s nostalgia and can't wait to see our customers enjoy this collab." The sweeps was heavily promoted within 7-Eleven stores on signage plugging deals for 7Rewards members on eligible brands, among them Ghost Energy’s FaZe Pop, PepsiCo’s Fast Twitch and Pepsi, Ferrara’s Crunch, and 7-Select. Cooler clings, header cards and beverage dispenser cards used QR codes to link to the download page for the loyalty app. As part of the campaign, 7-Eleven temporarily renamed some of its proprietary drinks for Pac-Man’s ghost antagonists, serving Inky’s Blueberry Raz and Blinky’s Cherry Slurpees along with Clyde’s coffee blend. The retailer also launched a limited-edition Pinky’s strawberry white chocolate cappuccino. Translite signs plugged the beverages. The campaign also incorporated a 7-Eleven x Pac-Man apparel collection sold through 7Collection.com and used as part of the sweepstakes prize pool. A co-branded game was playable through the Pac-Man mobile app for a limited time. Facebook, Twitter, Instagram and TikTok posts and a home page display ad on 7-Eleven.com supported the promotion.

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