7-Eleven is amping up mobile with a new promotion that offers app users the chance to win a lifetime of free pizza. Entries are offered exclusively on the retailer's mobile app.
To enter, shoppers must first download 7-Eleven's app for iOS and Android devices, then click on the "What's in Store" calendar tab. A "gimmepizza" icon will pop up and shoppers then fill in name and email address on the pop-up entry form. Shoppers can enter to win once daily.
Entrants are also encouraged to spread the word over social media and are prompted to share on Twitter or Facebook with the hashtag #gimmepizzaforlife after registering to win. There is also a deal-element to the promotion, attaching a $1 off a pizza for buyers of select carbonated drinks.
Mobile sweepstakes are a growing tool in retailers' arsenal, helping to boost shopper engagement and leverage gamification. Express stores recently ran a mobile sweepstakes to promote a new Times Square flagship store.
But 7-Eleven has been among mobile's early adopters, running multiple promotions in the past year promoting giveaways, partnerships and user engagement with its mobile app. Last summer, the convienence store chain ran the #awesummer mobile promotion offering mobile coupons for purchases and then used mobile to promote Slurpees (and cross-promoted the app on Slurpee cups for good measure). There was even a shopper participation component as the chain gave away free Slurpees on its birthday, July 11, and encouraged shoppers to film themselves doing a celebratory dance with their mobile phones and share on social media.
This new "Pizza for Life" program ticks quite a few boxes for 7-Eleven. It should drive downloads of its mobile app, help build a mobile customer data base as shoppers opt-in to win, and drive awareness of its hot food program.
-See this 7-Eleven press release
-See the Mobile Commerce Daily story
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