Dive Brief:
7-Eleven is sending its Slurpee drinks on a non-public space flight, and upon their return, providing the cups to a choose variety of followers, per a press launch. The launch is a celebration of the comfort retailer chain’s 94th anniversary, and can happen at a 7-Eleven retailer in Michigan this August.
One taste will probably be chosen for the launch based mostly on Slurpee gross sales made via 7-Eleven’s in-app delivery service. Each buy of a taste interprets to a corresponding vote, and the flavour with essentially the most votes by the tip of July will probably be chosen for the launch.
Commemorative cups will probably be designed for the chosen Slurpees, which followers can win by inserting app orders. The marketing campaign sees 7-Eleven drawing on curiosity in space to promote its in-app delivery service, which is changing into more and more vital to the chain’s advertising and marketing technique.
Dive Insight:
With the launch of its Slurpee drink out of Earth’s ambiance, 7-Eleven turns into the most recent model to leverage cultural curiosity in space to drive its advertising and marketing. Space journey in explicit has seen a resurgence in the information as Elon Musk and Jeff Bezos develop their non-public industrial firms, commencing what has been referred to as the “space tourism race.” Last week, founding father of Virgin Galactic Richard Branson promoted his firm with a check flight that noticed vital fanfare. By sending Slurpees into space, 7-Eleven joins different manufacturers like Dr. Pepper and Miller Lite hoping to draw on this curiosity.
7-Eleven’s predominant agenda with this marketing campaign is to drive consciousness whereas selling its in-app delivery service. The vote for the space-bound taste hinges on prospects ordering via the platform, as do the sweepstakes for the commemorative cups. The launch additionally humorously refers to the launch as a delivery order into space.
By having a distinctive delivery system, 7-Eleven is in a position to gather first-party knowledge on its shoppers, which will probably be more and more precious to the chain’s advertising and marketing methods for when third-party cookies are deprecated in the close to future. 7-Eleven can also be in a position to cut back the massive prices posed by third-party delivery providers by specializing in its personal. The chain can also be investing in third-party partnerships as small-basket e-commerce continues to develop.
The in-app presence of 7-Eleven’s delivery service additionally affords streamlined comfort for shoppers by being consolidated in one place with the chain’s different providers. 7Rewards, 7-Eleven’s loyalty program, additionally exists on the app, which the chain can use to enchantment to non-members ordering delivery. This effort dovetails with monthlong offers 7-Eleven is selling to increase its loyalty membership.
The sweepstakes nature of the marketing campaign seeks to have interaction shoppers past in-app buying. By providing merchandise with its Slurpee commemorative cups, 7-Eleven joins a host of different manufacturers reviving a pre-pandemic technique. In addition, a commemorative mural will probably be on website on the launch in Michigan, extending the chain’s nationwide effort to enchantment to native neighborhoods.
The marketing campaign arrives as 7-Eleven refocuses its advertising and marketing with its “Take It to Eleven” method. Earlier this 12 months, the chain kicked off a new effort celebrating prospects’ capability to take issues one step additional, and as a part of the launch, doubled its advertising and marketing funding. The new method will cowl a number of media channels, together with TV, radio, digital, social and extra, CMO Marissa Jarratt beforehand informed Marketing Dive.
https://www.marketingdive.com/news/7-eleven-to-launch-slurpee-into-space-in-a-nod-to-its-delivery-service/603218/
