7-Eleven (Mostly) Nails Brand Opportunities on Its Special Day


Most PR pros would salivate over the opportunity to have a brand and event tie-in opportunity like 7-Eleven has each year. Since 2002, after the Fourth of July fades away, 7-Eleven offers customers a chance to beat the summer heat with a free Slurpee on 7-Eleven Day, July 11.

Though in its 85th year of business, this marks just the 10th year that 7-Eleven stores began hosting coast-to-coast birthday parties.

7-Eleven Day gets bigger and more popular every year. “This year we expect to give away 7 million Slurpee drinks, more than ever before, beating last year’s offer by 2 million,” says Joe DePinto, 7-Eleven president and CEO, in a press release. “But the day is also when we do something special to thank customers for their support and welcome new guests.”

For 2012, the PR efforts go beyond writing a press release and pitching traditional media, which 7-Eleven has done (Google results of "7-Eleven Day" provides a bevy of links from Patch.com local networks, indicating that 7-Eleven has taken a hyperlocal strategy to drive customers to the locations nearest them).

On social media, the @7eleven Twitter account has been responding to several high-profile accounts, including @FashionWeekNYC, @TodayShow and @TWCMikeBettes, the account of Weather Channel meteorologist Mike Bettes.

These replies are part of a strategy to engage publicly with influencers, and not with every Twitter user who tweets about his or her free Slurpee. That falls in line with the @7eleven account description, which states: "Want customer service help? Follow us, tweet @7Eleven, and we’ll DM you." 

On 7-Eleven's home Facebook page (and on the Slurpee-branded page), a photo post with two birthday party hats and the 7-Eleven Day event is the sole page activity for the day.

7-Eleven may have missed out on other opportunities. This popular product presents the brand with an array of visual possibilities (think of the potential for celebrity photos). Not having a presence on Pinterest or Instagram for the day—considering there are over 13,250 photos tagged with "7eleven" on Instagram—is a mistake. (To be fair, 7-Eleven México does a have delicious-looking Instagram presence.)

That said, NBC's Today did feature a segment with a 7-Eleven team promoting 7-Eleven Day, which the @todayshow Instagram account then pushed out. In this case, the traditional media strategy led the social media strategy. Either way, it turned out to be a successful and tasty day for 7-Eleven.

Follow Bill Miltenberg: @bmiltenberg




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech

prn_ms_175x135_ep

Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook

DigitalPRSocialMedia_PrintDigital_vol6

This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.