Convenience store chain 7-Eleven is putting an extensive push behind getting mobile coupons into consumers’ hands to drive trial for the new Diet Coke Cherry flavored Slurpee.

The new flavor – Diet Coke’s first outing as a frozen carbonated beverage – is available exclusively at 7-Eleven until May, when it will roll out to other convenience store chains and merchants that sell frozen, carbonated drinks from machines. 7-Eleven is making the most of its partnership with a mobile strategy that spans in-application promotion, cost-per-install campaigns and SMS campaigns.

“Mobile plays an integral role in the launch of Diet Coke Frost Cherry,” said Margaret Chabris, director of public relations and marketing communications at 7-Eleven, Dallas, TX. “We are creating a value for our on-the-go guests across paid and owned mobile channels, making it an easy choice to come to 7-Eleven stores to try Diet Coke Frost Cherry.

“This is not the first time a brand has promoted a new product launch via the 7-Eleven app,” she said. “We introduced a branded cinnamon roll last year using our app.

“While we don’t give specifics about redemption rates, we can share that results we have seen for our app coupon-redemptions are strong and continue to grow.”

Cost-per-install campaign
To drive trial, 7-Eleven is offering consumers a coupon for a free small Diet Coke Frost Cherry that is available in the retailer’s app and can be redeemed at one of its close to 8,000 locations nationwide.

The merchant is also running cost-per-install campaigns with media partners where customers are rewarded for downloading the 7-Eleven app on their mobile devices. Upon opening the app, the mobile coupon is there waiting for them.

Also, through SMS keyword campaigns, users in-store, on 7-Eleven’s social platforms as well as across mobile and desktop sites will be given a special keyword to text in to 711711. After opting-in for further alerts, customers will be sent a link to the mobile coupon.

Frozen
The Diet Coke program is the latest example of how 7-Eleven leverages its app to deliver mobile offers.

Last year, 7-Eleven ran a summer-themed promotion giving app users access to exclusive coupons and offers throughout the season (see story).

Coca-Cola is also an active mobile marketer, leveraging a variety of tactics to raise awareness for its brands and connect with consumers.

In this case, Coca-Cola is piggybacking on the familiarity surrounding the Slurpee brand and its association with frozen carbonated beverages to help drive trial for the new flavor.

The beverage brand is making mobile a part of its marketing for the new flavor in other ways as well, including a partnership with the Waze app.

“Exclusively partnering with 7-Eleven for the debut of Diet Coke Frost brings this innovation to people nationwide in a setting famous for delivering frozen perfection,” said Katie Condon, director of brand and business communications at Coca-Cola, Atlanta.

“Mobile is a significant part of our media investment for Diet Coke Frost,” she said. “We are partnering with innovative mobile companies like Waze to seamlessly connect and attract interested people to this product.”

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York