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7-Eleven sinks its claws deeper into mobile with new marketing strategy

7-Eleven is continuing to incorporate mobile into its day-to-day initiatives with two new marketing campaigns that promote the company?s Slurpee beverages and encourage consumers to visit its locations to be rewarded.

7-Eleven is running the mobile ads within Pandora?s iPhone application. The convenience store giant has used mobile advertising in the past to drive in-store traffic and engage users.

"We also have a Slurpee station on Pandora radio not just to promote Slurpee Lite, bit all four summer flavors," said Margaret Chabris, a spokeswoman for 7-Eleven.

"The program runs thru Aug. 31," she said. "There are about four different music genres listeners can choose from."

Driving engagement
7-Eleven is running two mobile ad campaigns within Pandora.

The first mobile campaign promotes the company?s Slurpee Lite Sugar-Free Strawberry Banana beverage and encourages consumers to learn more about it.

When consumers tap on the mobile ad they are redirected to a landing page where they can learn more about the new beverage, as well as other Slurpee drinks.

Via the ad, consumers can learn the nutritional facts of the new Slurpee Lite drink and browse other flavors.

The second mobile campaign invites consumers to go to a 7-Eleven location, buy specifically marked products and enter for a chance to win big.

The landing page is similar to the first campaign, but also lets consumers enter for a chance to win prizes.

These two mobile campaigns are evidence that by adding an incentive, consumers will be more inclined to tap on the ad.

Additionally, it is smart for 7-Eleven to run two different ad creatives. It is always important to keep consumers on their toes and by presenting two different campaigns, 7-Eleven is doing just that.

Mobile for all
7-Eleven is one to watch out for in the mobile space.

In 2009, the company tested a mobile marketing campaign in San Diego, with approximately 200 of its stores participating in the program. 

During the test run, local residents were encouraged to text the keyword FAST (in Spanish, RAPIDO) to short code 72579.  In response, they received a message informing them which of 7-Eleven?s best-selling beverages they have won (see story).

Last year, 7-Eleven promoted its fresh products through targeted mobile banner ads that helped consumers find the nearest locations (see story).

Recently, 7-Eleven drove consumers to its locations to find their favorite Slurpee flavor and incorporated rewards and sweepstakes to sweeten the deal (see story).

"We did a similar promotion last year and like the opportunity to reach music-lovers and Slurpee fans while they are out-and-about having fun," Ms. Chabris said.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York