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7-Eleven rewards Thor fans via mobile promotion

April 5, 2011

7-Eleven is running a mobile rewards program that lets “Thor” fans check-in to any location and redeem points and rewards having to do with the film. 

The company is running the promotion during the month of April. Additionally, 7-Eleven has re-imagined its Slurpee application with a Thor overlay as part of the promotion.

“The strategy was to connect with superhero movie fans who index highly with 7-Eleven core customers,” said Margaret Chabris, spokeswoman for 7-Eleven, Dallas. “We also want to provide collectible items that will drive interest in 7-Eleven.”

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

How it works
The retailer’s customers can check-in to any of the company’s locations around the country.

In addition to using foursquare, users can check-in to any 7-Eleven location via the Slurpee app.

When consumers check-in they can earn rewards such as a Thor foursquare badge, a Thor mobile background wallpaper, a marvel one-month digital comic subscription and a 30-minute session with Slurpee secretary – 7-Eleven’s online concierge service, which provides consumers with services such as answering trivia questions or reporting on sports scores.

Customers can also use their Slurpee rewards points to view a three-minute, behind-the-scenes video of the making of the film, which was produced by Marvel.

The video is available exclusively to Slurpee rewards participants by April 15. Marvel will then release the clip publicly.

“Our customers are on the go and mobile solutions make it more convenient for customers to participate while they are on their way to or in a store versus waiting until they get home,” Ms. Chabris said.

“Foursquare is not a requirement for a user to participate, but we do allow the ability to share check-ins with foursquare,” she said.

“This feature gives us another opportunity to reward our loyal customers and give an additional incentive for making multiple trips over the month and building our flavor locater database.”

In addition to the mobile promotions, the company has also created 10 different collectible cups, two limited-edition plastic mugs and spoon-straws that feature the characters from the movie.

“We’re getting the word out about this through publicity, the 7-Eleven Web site, the Slurpee Web site, via the existing user base of Slurpee Nation members and application users,” Ms. Chabris said.

“We are also using some online and mobile media to drive awareness,” she said.

Final Take

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

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