7-Eleven uses mobile push marketing to drive in store traffic

Posted on June 23, 2012


Mobile Commerce Daily- By – “7-Eleven has chosen a perfect product to market in the summer on Pandora,” said Marci Troutman, CEO of SiteMinis, Atlanta.

“The ad is clear and leads the consumer to a mobile site that allows a clear choice of products that are available, with each flavor leading to calories and nutrition details,” she said.

Ms. Troutman is not affiliated with 7-Eleven. She commented based on her expertise on the subject.

7-Eleven is continuing to strengthen its position in the mobile marketing space via a new initiative that not only drives consumers to its locations to find their favorite Slurpee flavor, but also incorporates rewards and sweepstakes to sweeten the deal.

The company is running an interactive mobile campaign within Pandora’s iPhone application. 7-Eleven has dipped its toes in the mobile space before to drive in-store traffic.

7-Eleven did not respond to press inquiries.

7-Eleven operates, franchises and licenses more than 8,400 7-Eleven stores in the United States.

Summer fun
The 7-Eleven mobile banner ad reads “Flavor Your Summer. Learn More.”

When consumers tap on the mobile ad, they are redirected to a mobile landing page where they can browse the different Slurpees that 7-Eleven offers.

Consumers can browse the beverages that the company offers such as Sprite Snowball Blast, Fanta Lemon Crème, Berry Citrus Blast, Peach Dragon Fruit, Goji Berry Cherry, Wicked Apple and Pina Colada.

Via the mobile ad, consumers can get product and nutritional information about the drinks.

Through the 7-Eleven mobile campaign users can also find out how to get rewards, such as Slurpee totes, as well as enter for a chance to win a trip for two to Six Flags.

The company is also promoting its Slurpee iPhone app that turns a consumer’s device into a command center with foursquare implementation, a flavor finder and access to the Slurpee Nation rewards catalog.

Past efforts
7-Eleven has been heating up the mobile space over the last few years.

In 2009, 7-Eleven tested a mobile marketing campaign in San Diego, with approximately 200 of its stores participating in the program.

The test encouraged local residents to text the keyword FAST (in Spanish, RAPIDO) to short code 72579.  In response, they received a message informing them which of 7-Eleven’s best-selling beverages they have won (see story).

Most recently, 7-Eleven promoted its fresh products through targeted mobile banner ads that helped consumers find the nearest locations, as well as engage more with the brand.

The company ran the mobile ads via Pandora’s platform. The ads took consumers to a mobile landing page where they can further interact with 7-Eleven (see story).

“Clear direction on mobile ads is key and 7-Eleven has done just this on this specific mobile ad,” Ms. Troutman said.

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