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In the build up to the release of the live-action film Pokémon: Detective Pikachu, 7-Eleven has begun to release dozens of exclusive movie-themed products, shareable photo filters, and interactive augmented reality experiences in the 7-Eleven app.
For a limited time, which includes the film’s May 10th nationwide release date, the convenience retailer is also offering dollar drink deals to introduce its new mocha beverages and mystery-flavored Slurpee drink. A small cup of the new hot mocha, medium Cold Brew, or medium Slurpee drink each cost only $1 at participating stores.
“Pokémon: Detective Pikachu is a great entertainment tie-in for 7-Eleven because it appeals to so many of our customers—kids, Gen Z, millennials,” says Tarang Sethia, 7‑Eleven Vice President of Digital Customer Experience. “Millennials, who played the original videogame 20 years ago, are parents now and can enjoy the Pokémon phenomenon all over again with their kids. The entire Pokémon franchise launched as a videogame, making it the perfect vehicle to create experiences that maximize the new and growing AR capabilities in the 7-Eleven app.”
Along with the AR games, Pokémon: Detective Pikachu products will be available at participating 7-Eleven stores and can be delivered in select areas through 7NOW, the retailer’s delivery platform. Every Thursday during the promotion, 7-Eleven will unveil a free signature item that fans can order and have delivered directly to a chosen location.
Here’s what to look for at 7-Eleven stores:
AR—Earning Free Stuff While Having Fun
7-Eleven has created a Ryme City Neighborhood Watch AR experience in its app, named for the movie’s fictional setting, that includes a new “Find the Missing Pokémon” activity each week. Drawing from the movie storyline, each activity will immerse users in a unique story to find the missing Pokémon.
The quest to successfully find each Pokémon unlocks exclusive offers for free products. The free offers, in the order they can be earned, include a free pizza slice, four free mini tacos, free any-size cup of Hi-Hat Mocha or other hot beverage, and five free chicken wings. In addition, a variety of 7Rewards bonus point offers run throughout the Pokémon: Detective Pikachu promotion, and selfie snaps also earn 7Rewards points weekly when customers share via their social channels using the hashtag #7ElevenNHW.
Mystery Slurpee Sweepstakes
The Mystery Slurpee Sweepstakes offers customers an opportunity to do a little sleuthing for a chance to win a year of free Slurpee drinks. The Instagram-based contest invites users to follow Slurpee on Instagram; post a photo, video, or gif of themselves; guess the three flavors in the Mystery Slurpee drink; and include the required hashtags, #MysterySlurpee and #Sweepstakes, in the caption.
Named for a café featured prominently in the movie, the new Hi-Hat Mocha hot beverage blends a rich balance of chocolate and coffee flavors with steamed milk and is topped with frothy foam. In select stores, customers can add a pump of chocolate sauce or yellow and white sprinkles. 7-Eleven also carries a rich, chocolatey Mocha Cold Brew coffee drink.
Collectible Fan Fare
Limited-edition Slurpee bottles and straws feature Detective Pikachu and other movie characters, including Psyduck, Ludicolo, and Snubbull. Refillable, insulated coffee mugs also feature Detective Pikachu, Psyduck, and Ludicolo. In addition, participating 7-Eleven stores will have a variety of Detective Pikachu merchandise for all ages, including an exclusive set of trading cards, trading card file, plush Pokémon characters, Pokémon Clip, and Carry Pokéball belt and Pokéballs.
7-Eleven also created three private brand chocolate bars to tie in to the movie. The flavors are Bolt’n Banana Milk Chocolate, Roaring Raspberry Confection, and Psyched-up Orange Milk Chocolate. The bars are available at participating stores while supplies last. Other sweet treats include a Create-a-Cookie Kit, vanilla cupcakes with yellow icing and sprinkles, and Pillsbury ready-to-bake cookies.
At Loyalty360, we’ve seen partnerships between brands go a long way towards driving customer loyalty. They can also deepen engagement and emotional connection. We look forward to seeing the results from the 7-Eleven and Pokémon brand partnership.
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