7-Eleven Wants Shoppers to Get Food and Drink Rich
7-Eleven is aggressively spotlighting the new benefits of its 7Rewards loyalty program through a "Million Points Giveaway" campaign.
The sweepstakes will award seven winners each with 1 million 7Rewards points, redeemable for a large quantity of food and drinks. For example, under the new points program, one million points can be redeemed for 1,250 medium Slurpee proprietary beverages, 833 Mars Inc.'s Twix chocolate bars, or 500 Red Bull GmbH energy drinks.
Loyalty members are automatically entered by making any purchase at 7-Eleven from March 11 through April 28. Shoppers earn an additional entry by purchasing an eligible SKU from PepsiCo, Monster Energy, Hershey Co., Nestle's Perrier, private label 7-Select or Coca-Cola Co. Orlando, FL-based Creative Zing Promotion Group administers. The aforementioned national manufacturers, Red Bull and Pandora also are providing nine winners with an "experience-of-a-lifetime" prize, such as a:
- Paris trip from Perrier.
- Coca-Cola "home media room" package, which includes two $3,000 gift cards for use towards seating and electronics, a Coca-Cola collectible minifridge, four Coke double-walled tumblers, four framed movie posters, one year of unlimited streamable movies and a $500 7-Eleven card.
- trip from Hershey's Reese's to attend each National Collegiate Athletic Association’s Division I Men’s Basketball Tournament game held in Minneapolis from April 6-8.
- trip to Austin, TX, for a "race experience" from Red Bull.
- Sonoma, CA, travel expedition to attend the Monster Energy NASCAR Cup Series at the Sonoma Raceway.
- tickets and travel accommodations provided by PepsiCo to attend the National Football League's 2019 Pro Bowl in Orlando, FL, on Jan. 27, 2019.
In stores, window posters, door and cooler clings, violators, storefront banners and standees touting the sweeps depict logos for Coca-Cola, Monster, Reese’s, PepsiCo and Perrier. Outdoor translite sign, pump toppers, a carousel ad and promotional page within 7-eleven.com, and two ads within the retailer’s mobile application support. Concurrent radio spots, a separate carousel ad on 7-eleven.com, and Twitter and Facebook covers do not mention the sweeps but rather spotlight the loyalty program itself, encouraging shoppers to download the retailer’s mobile app to get “rewards rich” or “7Rewards rich.”
The sweeps and campaign serve to underscore 7Rewards' points system, which launched November 2017 and lets shoppers accrue 25 points for every dollar spent in store. Marketing for the revamped loyalty program has been somewhat lackluster until recently, giving 7-Eleven employees and franchise owners time to familiarize themselves with program.
“Giving away a million points each week gets our customers excited – just like the new 7Rewards points program grabbed their attention,” said Gurmeet Singh, 7‑Eleven chief digital officer and chief information officer, in a media release. “Since the launch, we’ve gone from 9 million members to over 12 million and counting.”