Wednesday, March 2, 2022

7-Eleven Elevates Digital Marketing with Relevance


In 2022 partnerships may matter more than ever before in the food marketing space according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Once again 7-Eleven is driving new electricity into its brand with a digital marketing campaign targeting video gamers. 

I want you to think brand relevance in an evolving world, that will edify brand value with relevance and new electricity while targeting both Gen Z and Millennials who as regular readers of this blog know are digital natives and 7-Eleven’s target market. According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.”  That said, what are you waiting for?

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, developing brands, unique urban clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different. 

7-Eleven is now collaborating with Rocket League, a video game that features a high-powered hybrid of arcade-style soccer with vehicular mayhem, to boost players to the next level. With exclusive in-game 7‑Eleven customization items and a fan-designed, real-life 7‑Eleven car hitting the road, there will be new ways for consumers to drive in style.

Of course, there is more, 7-Eleven is offering a limited-time Blue ROCKETberry Slurpee drink with an exclusive cup that changes color on contact with a cold drink and is topped with a Rocket League ball as a lid.

Marissa Jarratt, 7‑Eleven chief marketing officer, stated, "7‑Eleven's social followers love sharing their 'carfies' with us (AKA photos of their sweet rides in front of 7‑Eleven stores) using the trending hashtag #CarsOf7Eleven and Slurpee-loving car enthusiasts have even organized unofficial car meetups in our parking lots across the country," … "So, it felt right to give car fans the chance to boost their ride in the Rocket League arena… While also helping us design… and potentially win… a Rocket League-inspired car IRL."

So, 7‑Eleven's products will hit the Rocket League pitch through a selection of exclusive in-game items that can only be accessed by purchasing Mountain Dew, Doritos and select food and beverages products at participating 7‑Eleven, Speedway and Stripes stores. Customers who purchase these items via the Speedy Rewards or 7Rewards loyalty apps, or through the 7NOW delivery app, will be given a chance to unlock a code to boost their ride while playing the game.

Now, according to 7-Eleven, there are six unique items inspired by real crowd-favorites, including an animated decal that looks like a classic Slurpee drink and an antenna and topper with a Big Bite hot dog.

Interactive and participatory marketing in action, 7‑Eleven fans can help design and win a car — called Model 711 — by choosing everything from a wrap design, rim color, seat design, custom grill, snack holders and even the scent simply by voting on social media. The retailer will provide more details on social media and its website. Good companies do most things right here again 7-Eleven is doing things right.

So, one customer will win the Model 711 car through a social media, delivery, and in-store sweepstakes featuring favorites like mini tacos, chicken strips, Red Bull products and more.

Get this, 7‑Eleven is also an official sponsor of the North American Rocket League Championship Series (RLCS). The partnership includes naming rights to a North American Regional Event, the 7‑Eleven Slurpee Cup, taking place on May 13-15 on Rocket League's Twitch channel and YouTube channel.  

Phil Piliero, vice president, Psyonix co-studio head, stated, "Our collaboration with 7‑Eleven is a first-of-its-kind for Rocket League and Psyonix, partnering with a retailer to offer our fans and theirs, unique content both in and out of game," …"The color-changing Rocket League Slurpee cup is one that I'm personally excited for, and I know our fans will love it as well as the Slurpee themed in-game customization items."    How are you driving new electricity into you brand?    

Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit for more information or contact: Remember success does leave clues and we just may have the clue you need to propel your continued success.

1 comment:

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