It’s hard to believe a gas station convenience store could become popular enough to have it’s own National Day, but that’s exactly what 7-Eleven has done.
Even though 7-Eleven gives away millions of dollars of free product every July 11th, Free Slurpee Day helps create brand recognition, value, and loyalty that has aided them in becoming the largest convenience store chain in the country.
The Beginning of 7-Eleven (and Free Slurpee Day)
7-Eleven started way back in 1927 as an icehouse in Dallas, Texas. Fast forward to today, it’s a global brand with over 84,000 stores in 20 countries, making it the largest retailer in the world.
The idea for Free Slurpee Day came about in 2002. At the time, the convenience store market was crowded with brands offering cheap prices and convenient goods but lacking memorable experiences. There was no brand loyalty – customers just went to the nearest store and 7-Eleven aimed to change that.
As their 75th anniversary approached on July 11th, 2002, the marketing team decided to celebrate by thanking their customers with Free Slurpee Day. This idea generated so much excitement that 7-Eleven repeated the event the next year, and the tradition has continued every year since. Now, July 11th is known as 7-Eleven’s day.
But how does giving away millions of dollars in free Slurpee’s become profitable?
Increased Foot Traffic
Offering something for free attracts customers who may not visit the store. Once inside, they are likely to make additional purchases, such as snacks, drinks, or other convenience items.
Word-of-Mouth Marketing
Events like ‘Free Slurpee Day’ generate buzz and word-of-mouth advertising. Customers who enjoy the experience are likely to share it with friends and family, potentially drawing new customers to the store.
Community Engagement
Events like Free Slurpee Day can foster a sense of community and goodwill. Giving away free product shows that 7-Eleven values its customers and wants to give back, which can strengthen customer relationships and enhance brand perception.
Buzz in the media (like… a lot of buzz).
For a few years, 7-Eleven offered a “fill your own cup” for Slurpee day, and people would bring crazy types of cups that went viral and made the news! 7-Eleven social media pages fill with hype preceding the event, and all 1 million of their followers often are commenting about their favorite flavors making an appearance, and engaging with Slurpee content.
Want your ads in a convenience store?
Digital Out of Home Technology (DOOH) is allowing brands to present their ads almost anywhere (even digital ads on refrigerator doors) In convenience stores, ad locations often include:
- Point of Sale (POS) Area
- Shelves and Aisles
- Coolers and Fridges
- Entrance and Exit
- Restrooms
- Shopping Baskets or Carts
Interested in displaying your ads in a convenience store? Reach out to our team to talk about what could be possible for your brand.
