(Credit: 7 – Eleven)
by Devin Brown
In concurrence with 7-Eleven’s 84th anniversary, the international chain of convenience stores is offering free 7.11 ounce Slurpees at chains across the country. The home of the Slurpee is making a strong social media push to promote its birthday as well as the year.
7-Eleven is currently a top trend on Twitter in accordance with its heavy promotional push of its anniversary give-away since 7/11/11 marks a huge day for the company as it celebrates its unofficial birthday.
On the seventh of each month in 2011, Twitter promotes the hashtag #yearof711, taking advantage of the year and the coinciding connection to the stores name, i.e. 7/7/11 or 8/7/11. 7-Eleven’s approach to social media includes having a Twitter accounts, Facebook fan pages and websites for the store itself and the ever-popular Slurpee. The Slurpee fan page on Facebook even has 3.75 million fans, no small feat for the icy drink.
Seven-Eleven’s senior vice president of merchandising, marketing and logistics, Jesus Delgado-Jenkins, stated in a press release, “7-Eleven day and giving away free Slurpee beverages is our way of thanking customers for their patronage throughout the year and showing appreciation for their support.”
As fans of the drink and those trying to escape the summer heat suffer the brain freezing side effects of the slush, the company enjoys a promotion that has projected giveaways of five millionSlurpees. That figure is compounded by social media endorsements, putting it far above their 2007 figure of three million give-a-ways.
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With five million costumers popping into their local 7-Elevens, the mega-chain stands to make a pretty penny on other items customers are sure to buy while in the store receiving their free drink. Similarly, 7-Eleven Vice President of marketing Nancy Smith told USA Today that on the same day last year, Slurpee sales jumped 38 percent. It seems that a 7.11 ounce cup of Slurpee isn’t enough for some people as costumers ended up buying larger drinks.
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Will you be stopping into your local 7-Eleven for your free Slurpee?