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08/31/2021

7-Eleven Gears Up for Football With ‘Superfan Influencers'

Jacqueline Barba
Associate Editor
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a man holding a racket
Dak Prescott

7-Eleven is on the search for social media-savvy content creators to join its “Superfan Influencer” team to help promote game-day essentials this football season — with help from three established influencers in the sports world.

With football season on the horizon, the convenience store chain is running a social contest selecting three aspiring influencers to join its superfan influencer team, a commissioned squad of “football superfans” tapped to urge their social media followers to shop 7-Eleven for game-day staples.

The influencer team is led by the National Football League’s Dallas Cowboys quarterback Dak Prescott and Pittsburgh Steelers wide receiver John Sherman "JuJu" Smith-Schuster, as well as sportscaster Erin Andrews (each with more than a million social media followers).

Savvy social users are encouraged to enter via Instagram, TikTok or Twitter by sharing creative images or videos that demonstrate “how 7-Eleven takes game day to eleven,” using #FuelYourFandomContest and tagging @7Eleven with every post. Submissions are accepted from Aug. 25 through Oct. 15.

Separate from entering the social contest, shoppers who may not be expert content creators can still win a spot on 7-Eleven’s Superfan Influencer team through a “Fuel Your Fandom” sweepstakes, which kicked off Aug. 25 and runs through Jan. 5, 2022. Shoppers can enter using multiple methods (with a 20-entry limit per person, per day), including scanning the 7-Eleven app when purchasing select items in-store or for delivery, including 7-Eleven hot foods (e.g. pizza, wings, or taquitos), snack and beverage SKUs from national brands such as PepsiCo/Frito-Lays, Red Bull, Mars Inc., Kellogg’s, Keurig Dr Pepper and other specially marked products.

After the team is selected, 7-Eleven will conduct an intensive two-day influencer training camp for superfans on building a fanbase (i.e., following) and creating social posts that “score big in likes and follows,” according to a media release from 7-Eleven. Once they've gone through training, the team will continue in their roles as co-creating social content with 7-Eleven through 2022. Each superfan will also receive an $11,000 signing bonus and additional spending money to try and share the “latest and greatest” products from the retailer.

"This football season, we want to showcase all the ways 7-Eleven celebrates football fans, including gearing them up with their favorite game-day drinks, snacks and essentials — in store or for delivery," said Marissa Jarratt, 7-Eleven senior vice president and chief marketing officer. "The superfan influencer team draft will help us unleash the awesome in our customers by allowing them to express their creativity and passion for football and the 7-Eleven brand.”

The retailer is promoting the contest and sweeps across platforms, including social media, in stores and through a dedicated "Fuel Your Fandom" microsite.

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