7-Eleven Targets Lottery Players in New Digital Campaign
DALLAS — 7-Eleven Inc. is partnering with Shoutz Inc., a marketing, technology and gaming company, on a national campaign for energy drinks in more than 7,800 convenience stores across the country. The promotion is aimed at capturing the lottery customer's add-on dollars.
According to Shoutz, 7-Eleven stores make up the largest network of lottery retailers in the United States. In addition, Shoutz provides marketing services for the Multi-State Lottery Association through its LotteryHUB mobile app, an official app of Powerball and Mega Millions.
Approximately 62 percent of Americans who play the lottery each month purchase their tickets at c-stores, on average spending 65 percent more per visit than non-lottery customers, the marketing firm noted.
The new marketing campaign will offer buy-one-get-one-free coupons for Arriba Horchata energy drinks, a product that 7-Eleven helped launch in 2014 through an exclusive sales agreement with Arriba creator L.A. Libations.
The coupons will be available in a dedicated "7-Eleven Offers" section of LotteryHUB through May 5. Shoutz will use mobile engagement and other marketing strategies to inform current LotteryHUB users of the promotion and drive traffic to 7-Eleven locations.
Through point-of-sale and other in-store marketing materials, 7-Eleven will encourage customers to download the LotteryHUB app and redeem Arriba coupons.
"Having delivered more than 40 million messages and hosted more than 5 million video views, LotteryHUB is the 'go-to' app for lottery players and we are excited to partner with the largest convenience store operator in the world to add even more value to their stop at 7-Eleven," said Shoutz Chief Operating Officer Frank Rash.
Dallas-based 7-Eleven operates, franchises and/or licenses approximately 10,500 7-Eleven stores in North America.