IRVING, Texas—7-Eleven on Tuesday rolled out limited edition “ultimate gamer's cups,” and fans quickly snapped up the 400 cups the c-store chain offered at $139 apiece via its website, along with chances to win a PlayStation 5 game console.
Customers who bought one of the limited-edition cups will receive a year’s worth of free beverages* (365 fill-ups) when they scan the 7Rewards barcode in the 7‑Eleven app. And the customers are eligible to win one of 15 PlayStation 5 consoles.
"If last time we did this is any indicator, we know these new ultimate gamer's cups are going to sell fast and become instant collector's items," Marissa Jarratt, chief marketing officer, 7-Eleven, said ahead of the release. "7‑Eleven beverages have some really enthusiastic fans, as does gaming. About 75% of people have at least one gamer in their household, so I suspect the cups will be snatched up instantly. This is taking limited-edition to the extreme, and once they're gone, it's game over."
The 20-ounce coffee and Slurpee cups and 30-ounce Big Gulp cups are stainless steel, vacuum-insulated Tervis tumblers, and each features a unique, colorful design celebrating gaming.
Only 400 cups were available for purchase—140 each of the coffee and Big Gulp cups and 120 Slurpee cups. This is the second time 7‑Eleven has offered ultra-premium cups. In a 2019 promotion, the collectable cups sold out in seconds.
Fans who missed out on the limited-edition cups can still enter to win a PlayStation 5 console by scanning the 7-Eleven app at checkout every time they purchase participating products like Mountain, Dew, Doritos and Planters Cashew and Trail Mix. See official rules for the PlayStation 5 sweepstakes at 7-Eleven’s website.
7-Eleven has had gamers’ backs recently in other ways, too. The chain in January offered gamers the opportunity to stay in a one-of-a-kind AirBnb experience inside a 7-Eleven store, hosted virtually by the Dallas Cowboys quarterback Dak Prescott.
Tapping into the gaming community is one way to attract new customers. Retailers must also prioritize changes in assortments and in-store product space planning if they want to drive trips. To help you deliver better customer experiences, explore the Category Management & Marketing Round-Up training series—five hours of our education session content with tips and best practices from Kum & Go, Casey’s, Kwik Chek and others.