How 7-Eleven Tied Into 'Jurassic World Rebirth'

What’s new: 7-Eleven and Speedway bet on Universal Pictures and Amblin Entertainment’s "Jurassic World Rebirth" being a monster hit with its shoppers. The convenience chains executed a major campaign tied to the film’s July 2 theatrical release that featured collectibles, a sweepstakes with Keurig Dr Pepper’s Dr Pepper, and store takeovers.

Why it matters: While 7-Eleven regularly appeals to its young customer base with tie-ins to racing, wrestling, and video games, film tie-ins are far more unusual for the retailer, and an activation of this size is even rarer.

What we saw: Cooler clings promoted a collection of three limited-edition refillable 30-ounce Big Gulp drink cups. Each depicted dinosaurs and sold for $2.49. 7-Eleven rebranded its blue raspberry and cherry Slurpee flavors as "Mission: Deep Blue" and "Mission: Colossal Cherry" during the campaign, promoting them with signage on the dispenser. A floorstand stocking "Jurassic World Rebirth" packaging of Mars Inc.’s M&M’s peanut butter candies also received secondary display space.

What else: The effort extended to hot food and private label 7-Select, which used movie-themed packaging. 7Rewards and Speedy Rewards members who purchased a 20-ounce bottle of Dr Pepper from June 4 to July 30 were automatically entered to win tickets to see the film. Orlando, Florida-based Creative Zing administered the promotion. 7-Eleven is selling an exclusive line of "Jurassic World Rebirth" apparel and stickers through 7Collection.com. 

The retailer also set up a "Jurassic World Rebirth" experience at three stores — one each in New York, Los Angeles and Beavercreek, Ohio — from June 27 to July 6 that featured photo opportunities and the chance to buy collectible toys, sunglasses and plush dinosaurs. 

Landing pages within 7-Eleven.com and Facebook and Instagram posts supported the campaign.