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7-Eleven drives consumers in-store via mobile challenge promotion

May 11, 2011

7-Eleven is driving “Hangover Part II” fans to its locations and letting them compete in mobile challenges to win prizes such as a trip to Las Vegas.

The company is letting consumers compete in challenges using the Scvngr mobile application. Consumers can check into participating 7-Eleven locations to participate.

“To drive awareness and sales of our 7-Eleven® stores® new, refillable Super Big Gulp® cups with characters from the Hangover Part 2,” said Margaret Chabris, spokeswoman for 7-Eleven, Dallas.

“We can accomplish this by communicating with on-the-go consumers and providing them the opportunity to win prizes by visiting a 7-Eleven store,” she said.

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

Mobile challenges
Consumers can compete in several custom challenges.

There is the Big Gulp Love challenge that features the new Super Big Gulp cups with the characters from the film.

7-Eleven customers can grab the cup with their favorite character and snap a photo.

Another challenge is the Road to a Clear Head. Consumers are encouraged to send in three 7-Eleven items that will ease their pain in the morning.

The final challenge – The Wolfpack is Back – lets consumers snap a photo of the crew that is out with them at 7-Eleven.

Consumers can compete in challenges

Consumers can enter to win prizes

“7-Eleven consumers in general are mobile and Scvngr offers us a new way to engage with this consumer,” Ms. Chabris said.

“We like the fact that we can encourage the user to take a picture with their cups and with their friends in the store, which leads to a more interesting consumer experience with our brands,” she said.

Promotional element
The Scvngr promotion is promoted using several elements of 7-Eleven media, such as the company’s online, mobile and print offerings.

7-Eleven is also using its social media sites to communicate the promotion to its users.

Consumers can also compete in challenges to unlock exclusive screen saver content.

Several of the Scvngr rewards include t-shirts, movie tickets, temporary tattoos and the chance to win a trip to Las Vegas.

“7-Eleven provides relevant products and promotions to our consumer base,” Ms. Chabris said. “We are offering refillable Super Big Gulp cups featuring the characters from The Hangover Part 2.

“Mobile gives us a very convenient tool to talk to the consumer about these great offers, and lets them engage with our programs whenever is convenient for them,” she said.

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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