Using the variety of colors and flavors available at 7-Eleven stores nationwide, consumers can mix and match to create a customized Slurpee experience with each drink and then post pictures of their creations on the Slurpee Facebook fan page, www.facebook.com/Slurpee. To get more creative, fans can name their Slurpee concoction [image-nocss] for a chance to be featured as the mix of the week. Visitors to the page can vote on their favorite combos while getting ideas for their next MixMaker Slurpee drink.
"Mixing flavors to create personalized Slurpee drinks is nothing new to Slurpee fans," said Rita Bargerhuff, 7-Eleven vice president and chief marketing officer. "MixMaker celebrates the fun of mixing flavors and the millions of combinations that our fans have discovered, each one unique to the mixer, or 'mixologist,' as we like to call them."
Not only is 7-Eleven encouraging the mixing of flavors, it is also "mixing up" the Slurpee summer season with its MixMaker Summer Concert Series. Alternative-rock headliner Jack's Mannequin hits the stage May 25 at The Roxy Theatre in Los Angeles in the first of four concerts. Boyce Avenue, a band known for its strong acoustic roots and melodic rock sound, also will perform at the Los Angeles event.
The concert series continues around the country with events from May until August. Tickets for each show cost $7.11, or Slurpee Nation Rewards points can be cashed in for free concert tickets at www.slurpee.com, while they last. Each month, 7-Eleven will announce the upcoming concert city and headliner, and tickets will immediately go on sale. Tickets for the Los Angeles concert will be available for purchase starting May 4 at The Roxy Theatre.
Assisting 7-Eleven in developing the promotion for the MixMaker program is FreshWorks, 7-Eleven's advertising and marketing agency, which is a consortium of Omnicom companies.
Based in Dallas, 7-Eleven operates, franchises or licenses more than 8,400 7-Eleven stores in North America. Globally, there are more than 40,800 7-Eleven stores in 16 countries. During 2010, 7-Eleven stores worldwide generated total sales of more than $62.7 billion.
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