Giving a great customer experience means a lot more than just a friendly smile from a clerk behind a counter. Since consumers now have more buying power, more access to information, and more choice than ever before, brands must take customer experiences to an entirely new level. This can mean employing personally meaningful customer engagement tactics, offering relevant and targeted promotions, or even the chance at life altering exclusive customer experiences.
However, if the brand in question is 7-Eleven, the solution might be to offer all the above and more, which is exactly what the iconic brand is doing to entice the engagement of millennials and music lovers everywhere. Demonstrating an understating of the kinds of customer experiences that are relevant and exciting to this highly coveted demographic, 7-Eleven is offering thousands of prizes and VIP access to numerous music-related events through its 7Rewards loyalty program.
The promotion is called the “Slurpee All Access Chill.” To enter, members need only to register with the 7-Eleven mobile app, which will generate a unique bar code for every customer. After that, a store employee can scan the member’s bar code when purchasing any Slurpee. This will automatically enter them into the sweepstakes. Participants can then win over 17,000 prizes including trips to numerous high profile music festivals, a visit to a premier Grammy Award-winning Los Angeles recording studio, and an exclusive artist meet-and-greet with Austin Mahone, a pop star and influential social media celebrity with more than eight million Twitter followers and 550 million YouTube views.
By considering popular culture’s influence over music, fashion, and social attitudes, the mega event signifies 7-Eleven’s commitment to engage this important customer demographic on its level. Through data driven research and numerous marketing experts, 7-Eleven discovered that 20% of all millennials have attended at least one music festival within the last year. This also marked a 28% increase over the previous year. Furthermore, the promotion’s digital mobile integration further speaks to its high degree of relevance.
“We believe music is a way to connect with this age group on an emotional level,” said Laura Gordon, 7-Eleven VP of Marketing and Brand Innovation. “To be relevant, we have to be part of our customers' lives to give them more reasons to love our Slurpee brand and create experiences they can share with their friends. Our 7Rewards loyalty program through the 7Eleven app makes it easy for them to get more of what they love.”
The promotion will be active through July 18th. It will also come pared with an exclusive Slurpee flavor called Mtn Dew® Solar Flare™, which is indicative to the advent of summer and an additional component of the program’s appeal.
“We are getting into the full swing of Slurpee season as we head into summer,” said Gordon. “Summer is all about having fun, hanging out with friends and making memories. And, music is a big part of that. With All Access Chill, we hope to bring Slurpee and music together to create special memories that will last a lifetime.”