7-Eleven debuts digital collectibles | Marketing Dive

7-Eleven debuts digital collectibles | Marketing Dive

Dive Brief:

  • 7-Eleven has released Slurpee digital collectibles as part of its 96th birthday celebration, the company announced in a press release on Tuesday.
  • Customers must mix their favorite slurpee flavors in the company’s mobile Vibe Check Machine to get the collectible, which can then be saved to the user’s digital wallet as a non-fungible token (NFT). The mixes may also provide inspiration for future Slurpee flavors.
  • While c-stores are new to cryptocurrency and digital collectibles, a few companies have dipped their toes in the space. QuikTrip released 1,000 NFTs earlier this year as part of its 1,000th store opening celebration, and Wawa included NFTs in its Hoagiefest in 2022.

Dive Insight:

The digital collectibles experience is available on 7-Eleven’s website from 7:11 p.m. Eastern time July 11 through July 18, a company spokesperson said. Visitors can pick the flavors for their virtual Slurpee, then get a “Slurpee Vibe” based on their choices. They can then claim the Slurpee Vibe as a digital collectible and save it to their digital wallet.

Although this only works on mobile devices, desktop users will receive a QR code they can scan to join the experience. Customers must have a digital wallet to save the collectible. 

“We’re always looking for new and creative ways to celebrate with our customers on our favorite day of the year, Slurpee Day,” said Marissa Jarratt, 7-Eleven’s executive vice president and chief marketing and sustainability officer. “This year, we’re marking another first for the brand with our inaugural digital collectible, ‘Find Your Slurpee Vibe.’”

Rewards customers who take part in the Vibe Check are also entered in a sweepstakes for jewelry designed by King Ice. 

Beyond digital collectibles, some retailers have added bitcoin ATMs to stores, including Circle K, 7-Eleven, GetGo Cafe + Market, Stinker Stores and more. 

Customers who signed up for the 7Now Gold Pass — a subscription that gives customers free delivery through the 7Now app — for the first time on July 11 get service for free through the end of the year.

Irving, Texas-based 7-Eleven Inc. owns, licenses or franchises about 13,000 locations in North America, and its loyalty program has more than 50 million members.

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