7-Eleven Kicks off Summer of Slurpee Campaign

7-Eleven is hyping up its Slurpee brand among 16- to 20-year olds with giveaways and coupons.

7-Eleven is launching a buzz marketing campaign to raise awareness around its iconic Slurpee brand among 16- to 20-year olds.

The “Summer of Slurpee” program, which rolls out June 13, will target the teen and young adult demo in Dallas, Denver, Las Vegas, Orlando, FL, Philadelphia and Virginia Beach, VA. Slurpee street teams will set up tents outside various locations, including skate parks, malls, movie theaters, water parks, beaches and pools, and hand out buy-one, get-one-free Slurpee coupons and Frisbees.

Visitors who participate in interactive games will receive a music download card. At some events, 7-Eleven will feature street performers, including graffiti artists and paint bucket drummers. The campaign, which runs through August, is designed to show the brand’s “cool factor” in reaching young customers.

In addition to interactive games, visitors can have their photo taken of their best “brain freeze face”—the face they make when they drink a Slurpee too fast. Photos will be posted at http://www.Slurpee.com throughout the campaign.

And at some locations, people who bring an empty Slurpee cup will receive free admission to that venue.

Radio spots will support the effort. USMP is handling the promotion for 7-Eleven.