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7-Eleven Uses Mobile Ads to Push New Products

DALLAS -- 7-Eleven Inc. is again using mobile advertising to promote new products in its stores.

According to Mobile Commerce Daily, 7-Eleven is running a mobile campaign within Us Weekly's iPhone application (app). The mobile ads read "Tropicana Farmstand," feature the company's logo and invites consumers to learn more about the juice brand's new products.

"The ads for Tropicana are part of 7-Eleven's Resolution Generator that is both on our website and part of our advertising buy with a network of mobile sites," Margaret Chabris, 7-Eleven spokeswoman, told the news outlet.

When consumers visit the app, they initially see an empty Tropicana Farmstand bottle and basket full of fruits and vegetables. Consumers can then tap each fruit and vegetable to fill the bottle, as well as tap on the Store Locator button to find the nearest 7-Eleven location where the Tropicana products can be purchased.

7-Eleven has often used smartphone apps in its marketing campaigns. The convenience store chain recently ran a campaign related to the movie "Thor" and also harnessed the presidential election as a way to promote a new Slurpee flavor.

"We think it is an engaging way to showcase products along with common and some funny resolutions our guests may make this new year," Chabris told Mobile Commerce Daily. "The Generator is the heart of the 7-Eleven New Year campaign."

7-Eleven operates, franchises and licenses approximately 8,030 stores in the United States and Canada.

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