Rolling the plan out as test initially, approximately 200 7-Eleven convenience stores in San Diego will be the first to try out a mobile marketing campaign now through Dec. 31, 2009. Consumers can send a text message to receive free beverages, the company reported. Other items will added to the program over time.
During the test, residents can send a text with the word “FAST” or “RAPIDO” (“fast” in Spanish) to “72579.” Then they will receive a message for a free beverage offer at 7-Eleven stores. The promotion is currently limited to one free beverage per day, at participating 7-Eleven stores.
Four of the convenience retailer's most popular drinks are featured — Slurpee frozen carbonated beverage, Big Gulp fountain drink, coffee and its proprietary iced coffee.
“7-Eleven appeals to customers who are busy and on the go,” said Rita Bargerhuff, 7-Eleven vice president and chief marketing officer. “Our marketing programs try to reach them where they are – by radio and outdoor when they're in the car, at movies and sporting events, or online at Facebook, Twitter and slurpee.com. Mobile marketing is the next step to reach our target customers — the millennials who don't go anywhere without their phones.”
To redeem the offer, text message recipients with Internet access on their phones can click through to a screen displaying a UPC bar code that can be scanned at the cash register. If customers do not have Internet access, a 7-Eleven sales associate can enter the selected numeric code on the cash register for redemption.
The codes are good for the free beverage indicated in the coupon, and the message also includes an invitation to receive future text messages with 7-Eleven news and offers. Recipients can opt in by replying “YES,” according to 7-Eleven. The test was designed and is being executed by GMR Marketing.
7-Eleven's mobile marketing test is supported by both general and Hispanic-targeted radio, outdoor and mobile advertising, while participating 7-Eleven stores will promote the test with bilingual point-of-purchase signage, per the company.
