SURREY, British Columbia -- 7-Eleven is putting a twist on its annual 7-Eleven Day event held on July 11 by holding alternate events on Nov. 7 this year.
Themed events for the day are set to take place in Canada and Australia.
The c-store giant is hosting Reverse 7-Eleven Day in Canada, offering guests free medium Slurpees from 11 a.m. to 7 p.m. 7-Eleven Canada is encouraging guests to wear their clothes backward and post pictures of their attire on Twitter, Instagram and Facebook using the hashtag #Reverse711.
Surrey, British Columbia-based 7-Eleven Canada Inc. is promoting the event by posting reversed images, logos and other quirky content to its social media platforms during the run-up to Reverse 7-Eleven Day.
In Australia, Melbourne-based 7-Eleven is celebrating 7-Eleven Day on Nov. 11 by offering guests a free medium Slurpee or regular coffee with any purchase (excluding tobacco products). The offer is good for 24 hours.
A social-media component of the promotion encourages guests to share a creative photo celebrating the event on Facebook or Instagram with the hashtag #7ElevenDay. Guests who do so will be entered for the chance to win a $711 gift card. The chain will award one of the gift cards per hour for entries on each platform throughout the day.
The promotions come as 7-Eleven continues to celebrate the 50th anniversary of its signature frozen beverage in the United States with its ongoing Slurpee Fiftee Partee events this year, including 7-Eleven Day on July 11 as well as buy-one-get-one deals and Bring Your Own Cup Day.
A central theme running through each of these campaigns—along with the new events in Canada and Australia—is wide-scale activation across social media platforms, particularly Facebook and Instagram.
7-Eleven Inc., Irving, Texas, has not yet announced any promotional plans in the United States for Nov. 11, which is Veterans Day. In previous years, the chain has celebrated Veterans Day by offering U.S. military personnel and veterans free car washes at participating facilities.