7-Eleven’s leverages the kick-off of the new NFL season with an integrated marketing push revolving around the brand becoming a ‘Football Fan HQ’ that is led by a set of gamified AR challenges in its app that offer a chance to scoop an autographed selfie with Dallas Cowboys quarterback Dak Prescott.
The activation’s anchor sees 7‑Eleven stores turned into self-described ‘football fan headquarters’: offering everything any fans could needs for ‘tailgate’ and ‘homegate’ football parties, plus a few football surprises too.
As soon as shoppers enter (participating) 7‑Eleven stores an on-site augmented reality (AR) experience puts them on the playing field with football filters, game-related activities and football themed surprises on offer right u to the end of the year.
These AR activities are also accessible via 7‑Eleven’s mobile app: through which customers can earn 7Rewards loyalty program points daily and weekly.
To play the football-themed AR game, fans simply need to tap the camera icon on the home screen of the 7‑Eleven app to unlock the AR game and face filters.
A fan selfie feature encourages users to take a selfie and share it with football team spirit on their own social media channels to earn points weekly.
Shoppers can unlock football face filters and other activities, as well as earn loyalty points by participating in football campaign initiatives and by purchasing related products.
While scannable codes through the stores also enable fans to earn double 7Rewards points on games and selfie experiences for the rest of the day.
In addition to promoting its gameday equipment, food and drink favourites (from big-screen TVs, plus cups and plates, to hot dogs, pizzas, chicken wings, nachos etc), the US-based convenience retailer has also brought back stadium-style souvenir cups which can be used for its signature Slurpee and/or Big Gulp drinks.
These souvenir cups feature star players and/or pro football graphics (linked to specific markets and 15 partner teams) and come paired with football helmet straws to appropriately accompany these collectible cups.
The initiative is rolling out in participating stores in multiple markets, including Baltimore, Dallas, Denver, Detroit, Washington D.C., Buffalo, Chicago, Miami, New England, New York, Philadelphia, San Francisco, Seattle and Tampa Bay.
The initiative, which launched in the first week of September, is also promoted through 7-Eleven football-themed social support across the brand’s Twitter
All is right with the world. NFL Sundays are back. #NFLKickOff #7ElevenFanStop pic.twitter.com/63rKa4HrqX
— 7-Eleven (@7eleven) September 9, 2018
and Instagram channels.
“No sport is bigger in the USA than football,” said 7‑Eleven SVP and chief customer officer Sean Thompson.
“Each week, millions show up at stadiums, friends’ houses or in front of their own televisions to cheer on their favourite teams – and, of course, eat and drink. 7‑Eleven has everything needed to enjoy all the big games, from cool souvenir cups to hot pizza and wings. It’s an easy and economical way to host an epic watch party.”
Comment:
One of a whole battery of brands leveraging the start of a new 2018/19 NFL season, 7-Eleven’s app led approach focuses on its own platforms and existing customers.
While several major brands have partnered with third-party apps – like Facebook and Snapchat – for sports-themed and sponsorship linked AR experiences, 7-Eleven’s AR offering sits within its own app.
The former approach can enable brands to reach new customers, while 7-Eleven’s tactic rewards and drives engagement with existing ones.
Links:
7 Eleven
https://www.facebook.com/7Eleven
https://www.instagram.com/7eleven/
https://www.youtube.com/user/7ElevenInc
NFL
http://www.nflshop.com/source/bm-nflc…
