How ‘7-11’s Slurpee Brand’ uses Digital Marketing to its Advantage

Welcome to my blog! So a couple of days ago (7th of March), it was Bring Your Own (BYO) Cup Day at 7-Eleven Stores. The concept behind this innovative idea was for customers to bring their own desired cup (within reason) and fill it with Slurpee for only $1. What I found interesting was the fact that this event was advertised and promoted purely through its Facebook Page and Instagram.

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Slurpee’s Facebook page created an online calendar event, days in advance, so that Facebook users would be informed early about the event. It was also another way of spreading and generating brand awareness. In addition, Slurpee created a competition out of the event by giving away prizes like a ‘$500 Visa Card,’ for the most creative BYO CUP DAY photo. This not only created an incentive for customers, but made the event more fun and exciting.

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Slurpee’s Digital Marketing Team has smartly utilised a number of social media platforms (YouTube, Facebook, Instagram, SnapChat) to deliver content to their “target demographic aged 12-25.” The use of an informal tone on its Facebook page has also helped connect them with their young followers.

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7-Eleven’s Slurpee Brand has creatively become part of Australia’s culture as a ‘cold drink to have on a boiling hot day.’ With the brand being well positioned online and having sponsored ads on Facebook, these marketing strategies have helped the Slurpee brand build their brand image online.

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That time, I also celebrated BYO CUP DAY at 7-Eleven.
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Slurpee’s digital marketing campaign has influenced sales on Slurpee and generated brand awareness. Can you name any other brand that has been used digital marketing in this way?

Also, do you think this type of digital marketing through Facebook is an important tool for companies to take advantage of?

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2 thoughts on “How ‘7-11’s Slurpee Brand’ uses Digital Marketing to its Advantage

  1. Slurpee are a great example of connecting with their customers through social media. As you said, their “informal tone” works so well with their target segment – following the advice of Kaplan and Haenlein’s “be unprofessional” perfectly.

    Liked by 1 person

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