7-Eleven Gets in the Game with PepsiCo, Mars
7-Eleven teamed with National Football League sponsors Mars Inc. and PepsiCo to run a pair of account-specific, football-themed sweepstakes ahead of this year's Super Bowl.
The “Pepsi All Access Super Bowl” sweeps awards one trip to the 2019 Super Bowl in Atlanta along with admission to Pepsi-sponsored parties, two one-day NFL Experience tickets, two commemorative gift bags and a meet-and-greet with a former NFL player. Members of the retailer's 7Rewards loyalty program are automatically entered with purchase of two eligible PepsiCo or Frito-Lay SKUs from Jan. 3 through Feb. 4.
The concurrent "7-Eleven Pro Bowl" sweeps with Mars awards five trips to attend the 2019 Pro Bowl and tailgate. Members are automatically entered with purchase of two eligible SKUs from Snickers, Skittles, M&M's, Twix or Starburst brands.
In stores, violators and cooler clings tout the PepsiCo sweeps while endcap headers depicting logos for Snickers, Skittles, and PepsiCo's Tostitos and Pepsi spotlight both efforts. Ads within the retailer's mobile application spotlight both sweeps while a carousel ad on 7-eleven.com touts the Mars sweeps. Radio spots also plug the PepsiCo sweeps.
7-Eleven has partnered with Mars and PepsiCo in the past for football-related efforts. In 2015, the retailer marshalled the NFL sponsors to help promote a football-themed "Go For 2" sweeps positioning the retailer's mobile app as a digital loyalty card. The retailer's latest sweeps with Mars and PepsiCo continue to underscore the retailer's 7Rewards loyalty program, which was revamped in the fall to let members earn points redeemable for food and drinks.