7-Eleven expands anniversary campaign

DALLAS: 7-Eleven is celebrating its 84th anniversary today by offering free slurpees to US and Canadian customers, along with a new outreach campaign that amplifies its multimedia efforts.

DALLAS:  7-Eleven is celebrating its 84th anniversary today by offering free slurpees to US and Canadian customers, along with a new outreach campaign that amplifies its social media efforts.

“7-Eleven is probably best known for its slurpee beverages," said Margaret Chabris, PR director of corporate communications at 7-Eleven. “And we think that a good way to celebrate our anniversary is to provide free slurpees as a thank you to our customers for their patronage and just to have fun and give something away free, no strings attached.”

In addition to giving away 5 million slurpees, the company will be hosting special party events for the first time at 7-Eleven stores in 18 different cities around the US, including Las Vegas, Philadelphia, St. Louis, Phoenix, and Washington. The activities will consist of contests, free cake or cupcake giveaways, prizes, entertainment, and more.

The marketing group FreshWorks, which is made up of Omnicom subsidiaries Integer, TPN, TracyLocke, and Ketchum, has been working hard to make this year's 7-Eleven Day stand out to consumers.

The integrated campaign features many new aspects, including a countdown to the anniversary on the Jumbotron in Times Square, an online countdown on Facebook and Twitter, and a slurpee-shaped cake made by the “Cake Boss” Buddy Valastro, who is giving out pieces of the dessert at his bakery in Hoboken, NJ. Footage about Valastro's connection with 7-Eleven and childhood stories about his love of slurpees were sent out to multiple broadcasting outlets.

“It was a truly integrated campaign,” said Jamie Peters, associate director for Ketchum in Dallas, TX, and lead of the PR effort for the FreshWorks team. “There were PR components, online/digital components, social components, and there was the Jumbotron and the making of the cake, so there were physical components, as well.”

7-Eleven and slurpee, each of which have their own social media accounts, have been keeping in touch with fans by updating daily activities and events on Facebook, Twitter, and slurpee.com. The social outreach pages even supplied party hats and confetti on their sites for customers to print out on 7-Eleven Day.

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