The convenience store chain is using a combination of SMS, mobile Web, social media and mobile advertising to get the word out about the campaign. In particular, video is also playing a big role for 7-Eleven this year.

“This year to help celebrate 7-Eleven’s birthday, 7-Eleven created the Slurpee Dance, inspired by the way Slurpee fans feel when they take that first sip of a Slurpee drink,” said Margaret Chabris, spokeswoman for 7-Eleven Inc., Dallas, TX.

“In addition to coming to a 7-Eleven store to get a free, small Slurpee drink on July 11 from 11 a.m. – 7 p.m., we want our guests to perform their own Slurpee Dance,” she said.

“Because our store guests are more mobile than ever, they can use their phones to film the dance after they get their free Slurpee drink and upload it to Facebook or YouTube straight from their phone and tag @7-Eleven and #SlurpeeDance.”

Multichannel approach
Last week, 7-Eleven sent out an SMS message to its users that reminded them about the upcoming 7-11 Day, which takes place on Thursday, July 11. Stores will dole out free Slurpees and include dance parties for the event.

The SMS message also included a link to coupons that consumers can use this week when they are in-store.

For example, one offer lets consumers receive a free Slurpee when they buy a Laffy Taffy product.

7-Eleven is also promoting 7-Eleven Day on its mobile site that drives users to the brand’s YouTube page to watch a commercial that features a dance party at a 7-Eleven location.

Users are encouraged to upload a video of their own dance parties with the hashtag #SlurpeeDance via Vine, Facebook, Twitter or YouTube.

The 7-Eleven Day video

App happy
7-Eleven is also leveraging its social media marketing around 7-Eleven Day to increase awareness of its mobile app.

The brand is running posts on Facebook and Twitter that encourage consumers to download its new app to receive coupons and offers.

Once consumers download the app, a promotion on the homepage highlights 7-Eleven Day and encourages consumers to stop into a store from 11 a.m. – 7 p.m. on July 11 to receive a free small Slurpee.

Mobile past
7-Eleven has been building up its mobile initiatives aggressively in the past year.

Most recently, the company promoted its summer giveaway with Six Flags via a mobile advertising campaign (see story).

Earlier this summer, 7-Eleven unveiled its mobile app as part of its summer marketing to dole out exclusive offers and deals (see story).

Convenience chains have a particularly strong opportunity with mobile to not only offer consumers offers and deals but also drive repeat traffic and build a loyal following of users.

“7-Eleven guests are constantly on the go, and 7-Eleven serves our guests’ needs by being the convenient solution to their busy lives,” Ms. Chabris said.

“As 7-Eleven continues to grow, it’s important to provide our guests with mobile solutions that allow them to quickly locate their nearest store as well as develop a geo-specific strategy to meet their ever-changing needs of the day,” she said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York