7-Eleven to Draft Customers to Superfan Influencer Team

Convenience store chains are turning to social media influencers as promoters.

August 27, 2021

JuJu Smith-Schuster Holds 7-Eleven Slurpee

IRVING, Texas—7-Eleven is drafting three social media-savvy customers to join its squad of football superfans and show their followers how 7-Eleven helps fuel their fandom, the chain reports. The squad is led by Dallas Cowboys quarterback Dak Prescott, pro football wide receiver JuJu Smith-Schuster and sportscaster Erin Andrews, each of whom has a social media fan base in the millions. Known as the 7-Eleven Superfan Influencer Team, they’ll “Take It To Eleven” all season long as they join football fanatics who are cheering on their favorite teams.

To be considered for the team, head to Instagram, TikTok, or Twitter and share a creative, cool or fun image or video that shows how 7-Eleven takes game day to ELEVEN. Posts must include #FuelYourFandomContest and tag @7Eleven. The contest ends on Oct. 15.

After the team is selected, 7-Eleven will hold an intensive two-day influencer training camp where superfans will learn how to build their own fan base and create social posts that score likes and gain followers. Once they've gone through training, squad members will continue in their roles as 7-Eleven superfan influencers through 2022. Each member also receives an $11,000 signing bonus, plus additional money to spend on the latest and greatest 7-Eleven products.

“This football season, we want to showcase all the ways 7-Eleven celebrates football fans, including gearing them up with their favorite gameday drinks, snacks and essentials—in-store or for delivery,” said Marissa Jarratt, senior vice president and chief marketing officer, 7-Eleven. “The Superfan Influencer Team draft will help us unleash the awesome in our customers by allowing them to express their creativity and passion for football and the 7-Eleven brand. And who wouldn't want to be on a team with Dak, JuJu and Erin?”

Using social media to promote a business or industry has become commonplace, but some operators have taken advantage of it more often than others. According to social media analytics platform Rival IQ, top-performing convenience stores are joining forces with powerful brands to create valuable partnerships. Last year, Rival IQ examined the social media engagement of the largest convenience chains and measured social media interaction, including likes, comments, favorites, retweets, shares and reactions.

The research revealed the c-stores with the most well received social media marketing, according to Rival IQ. These include:

  1. Kwik Trip
  2. Love’s Travel Stops
  3. Kum & Go
  4. 7-Eleven
  5. QuikTrip

NACS Magazine talked to Kum & Go, Sheetz and Wawa last year for advice on how c-store brands can connect with consumers through humor, values and authenticity in messaging in “Marketing in an Era of Meaningful Media” in the October 2020 issue.

Don’t forget to register to attend the 2021 NACS Show October 5-8 at McCormick Place in Chicago and take advantage of the education sessions on marketing in 2021 and beyond, including the sessions Meeting Consumers Where They Are—Everywhere and 4 Ways to Stand Out as a Small Operator: Tips From the Gas Station Gourmet on October 5 and 5 Food Sampling Techniques and Why They Work on October 6.