7-Eleven teams up with POKÉMON

7-Eleven® stores are teasing the highly anticipated theatrical release of the first-ever live-action Pokémon adventure, “POKÉMON Detective Pikachu,” with dozens of exclusive movie-themed products, shareable photo filters and interactive augmented reality (AR) experiences in the 7-Eleven app.

7-Eleven is teasing the release of the first-ever live-action Pokémon MOVIE, “POKÉMON Detective Pikachu,” with dozens of exclusive movie-themed products, shareable photo filters and interactive augmented reality (AR) experiences in the 7-Eleven app.

For a limited time that includes the film’s May 10th nationwide release date, the world’s largest convenience retailer is also offering dollar drink deals to introduce its new mocha beverages and mystery-flavored Slurpee drink. A small cup of the new hot mocha, medium Cold Brew or medium Slurpee drink each cost only $1 at participating stores.

“‘POKÉMON Detective Pikachu’ is a great entertainment tie-in for 7-Eleven because it appeals to so many of our customers – kids, Gen Z, millennials,” said Tarang Sethia, 7‑Eleven vice president of digital customer experience. “Millennials, who played the original videogame 20 years ago, are parents now and can enjoy the Pokémon phenomenon all over again with their kids. The entire Pokémon franchise launched as a videogame, making it the perfect vehicle to create experiences that maximize the new and growing AR capabilities in the 7-Eleven app.”

Here’s what to look for at 7-Eleven stores:

Photo Source: The Impulsive Buy

7-Eleven also created three 7-Select private brand chocolate bars to tie in to the movie. The “POKÉMON Detective Pikachu” bar flavors are Bolt’n Banana Milk Chocolate, Roaring Raspberry Confection, and Psyched-up Orange Milk Chocolate. The bars are available at participating stores while supplies last.

Other “POKÉMON Detective Pikachu” sweet treats include a Create-a-Cookie Kit, vanilla cupcakes with yellow icing and sprinkles, as well as Pillsbury ready-to-bake cookies.

7-Eleven has created a Ryme City Neighborhood Watch AR experience in its app, named for the movie’s fictional setting, that includes a new “Find the Missing Pokémon” activity each week. Drawing from the movie storyline, each activity will fully immerse users in a unique story to find the missing Pokémon.

The quest to successfully find each Pokémon unlocks exclusive offers for free products. The free offers, in the order they can be earned, include a free pizza slice, four free mini tacos, free any-size cup of Hi-Hat Mocha or other hot beverage, and five free chicken wings.

A variety of 7Rewards bonus point offers run throughout the “POKÉMON Detective Pikachu” promotion, and selfie snaps also earn 7Rewards points weekly when customers share via their social channels using the hashtag #7ElevenNHW.

Since 7-Eleven launched AR last year, customers have been seeking out its stores to play games or meet a surprise celebrity, character or athlete.

The Mystery Slurpee Sweepstakes offers customers an opportunity to do a little sleuthing for a chance to win a year of FREE Slurpee drinks. The Instagram-based contest invites users to follow Slurpee on Instagram; post a photo, video or gif of themselves; guess the three flavors in the Mystery Slurpee drink; and include the required hashtags, #MysterySlurpee and #Sweepstakes in the caption.

Detective Pikachu really, really loves coffee. 7-Eleven customers love coffee a lot too – it’s the retailer’s No. 1-selling product. Named for a café featured prominently in the movie, the new Hi-Hat Mocha hot beverage blends a rich balance of chocolate and coffee flavors with steamed milk and is topped with frothy foam. In select stores, customers can add a pump of chocolate sauce or yellow and white sprinkles. 7-Eleven also carries a rich, chocolatey Mocha Cold Brew coffee drink.

Colorful, limited-edition Slurpee bottles and straws feature Detective Pikachu and other movie characters – Psyduck, Ludicolo and Snubbull. Refillable, insulated coffee mugs also feature Detective Pikachu, Psyduck and Ludicolo.

Participating 7-Eleven stores will have a variety of Detective Pikachu merchandise for all ages, including an exclusive set of trading cards, trading card file, plush Pokémon characters, Pokémon Clip and Carry Pokéball belt and Pokéballs.

Moviegoers can visit their local movie theater opening weekend decked out in Ryme City wear to see Pokémon Detective Pikachu. Available in select 7-Eleven stores and online at https://www.amazon.com/7-eleven are Ryme City T-shirts, Hi-Hat Café and Detective Pikachu hats, wallets and key chains.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.