7-Eleven Plays Xbox One with PepsiCo

7-Eleven is riding the wave of excitement surrounding Microsoft Corp.'s launch of Xbox One through an exclusive overlay to a massive national promotion from PepsiCo.Open only to members of the retailer’s Slurpee Rewards loyalty program, the promotion runs on the iconic private-label brand's website from Nov. 6 through Jan. 2, 2014. A sweepstakes component awards one of the new video game consoles daily; an instant-win portion doles out 12,866 prizes consisting of Xbox Live Gold memberships, $200 Visa gift cards, various video games and $5 Xbox gift cards.Slurpee Rewards members submit codes from Slurpee cups, promotional packages of PepsiCo's Doritos and Mountain Dew related to the national campaign, and packaging for Xbox and Visa gift cards. Rewards points earned by the codes can be used to enter up to five times each day. The marketing plan has included translite signs on Slurpee machines, a home page carousel ad on 7-eleven.com, dedicated emails, display ads on slurpee.com, and Facebook and Twitter updates. Dallas-based Tic Toc handles.The collaboration also includes a limited-edition "cherry citrus" Slurpee version of Mountain Dew Game Fuel, a product that PepsiCo trots out occasionally as part of efforts to connect more overtly with video gamers. 7-Eleven also got a Slurpee in 2007, when PepsiCo introduced Game Fuel in conjunction with Microsoft's launch of Halo 3. (See “7-Eleven, Mountain Dew …” in Related Articles.)PepsiCo's extensive national program helped Microsoft promote Xbox One's Nov. 22 rollout. The effort entails:online auctions running Nov. 5 through Dec. 9. Participants submit the codes from Mountain Dew and Doritos packaging to a dedicated website (every2minutes.com) to accrue points that can be used to bid in auctions running every two minutes from 9 p.m. to 2 a.m. each night. The auction pool included roughly 6,000 Xbox One prize packs, along with trips to Las Vegas and other cities and an opportunity to pitch an idea for a new video game at Microsoft headquarters in Redmond, WA.a daily sweeps also running Nov. 5 through Dec. 9 that awards 35 Xbox prize packs. Entrants submit a “sweepstakes credit” they receive when submitting codes to the website.a digital marketplace in which participants use points to buy branded apparel or other merchandise from Xbox or PepsiCo.a limited-time rollout of Mountain Dew Game Fuel in original "citrus cherry" and new "electrifying berry" flavors.PepsiCo also provided an overlay to c-store chain Speedway. (See “PepsiCo Invites …”)

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