"Our customer traditionally skews older, but we're really targeting those 18 to 34 year olds. We wanted to go into a venue and medium that was relevant to them," Hoppe said. "The popularity of reality TV and gaming and such was a natural fit to have some fun and get them engaged with the environment."
Working with Ketchum on this campaign, 7-Eleven is also on Facebook, conducting blogger outreach, and will soon be on Twitter. The company is also reaching out to traditional media, including men's and women's lifestyle magazines, as well as trade publications for the convenience store and beverage industries.
The "Wake Up with a Hot Brazilian" game encourages players to pick up attractive men and women in The 711 Club and earn "mojo points" to get a free cup of 7-Eleven coffee. It launched on October 7 and runs through the end of 2009.
"The possibility of having a free cup of Brazilian Bold coffee from 7-Eleven is attracting new customers," Hoppe said. And the overall messaging, she added, is about the value of 7-Eleven coffee and "a great cup of coffee any way you take it."