7-Eleven, Cheetos Deliver AR Experience

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7-Eleven, Cheetos Deliver AR Experience

By Cyndi Loza - 06/14/2019

7-Eleven recently teamed with PepsiCo/Frito-Lay's Cheetos to launch an augmented reality experience within the retailer's mobile application.

The "Cheetos Find Four" experience centers on a memory game, encouraging 7Rewards loyalty members to match four same-shaped Cheetos cornmeal puffs. Using a smartphone's rear-facing camera, the experience superimposes 12 circular cards that briefly reveal a Cheetos puff before flipping over and shuffling in a user's environment. Users that select the four cards with the same-shaped Cheetos puff can win up to 40 7Rewards points. 

After playing the game, the experience gives users the option to “take a selfie with Chester,” the brand’s cheetah mascot. Using a phone’s front-facing camera, the app then superimposes the mascot's glasses, ears and mouth onto a real-time image of a user's face and head to snap, save and share. (See video below.) It is unclear how long the experience will be available within the app.

The in-app augemented reality experience is an indirect tie-in to the brand's national "Mega Cheesy Ball" contest awarding eight winners with $10,000. Running April 21 through June 15, the contest encourages consumers to submit an image of a Cheeto puff matching the weekly Cheetos puff shape on cheetoscheesyball.com. Entrants can submit their own Cheeto piece or choose one of the available images of Cheetos puffs on the website, which contains a “buy now” button directing users to amazon.com, walmart.com and Frito-Lay’s website to locate a nearby store to purchase the brand’s SKUs. 

In related overlays, Kroger is staging a Mega Cheesy Ball instant win game awarding 3,500 winners a Cheetos bag, 300 winners a $50 credit loaded to their respective loyalty cards and 600 winners a $25 credit. Running May 13 to June 15, loyalty cardholders enter via a promotional page within chain websites encouraging users to play a scratch-off game. You Technology, Daly, CA, administers.

NOTE: For more on 7-Eleven, visit P2PI.org. Path to Purchase Institute members have access to more than 1,500 images and 300 articles of marketing and merchandising activity at 7-Eleven, along with a full Retailer Profile outlining the chain’s operations and strategies.