7-Eleven Jumps into NFT Space

Joining the ranks of Adidas, Coca-Cola, Louis Vuitton, and Nike, 7-Eleven, Inc. is making a significant move into the digital asset space. The convenience retailer is celebrating its 96th birthday by introducing a first-of-its-kind digital collectible (NFT) for Slurpee fans nationwide, following the trend set by popular Hong Kong convenience store 852, which issued its own NFT in 2022.

Starting at 7:11 p.m. ET on July 11, 2023, customers can enjoy their Slurpee drink virtually via a digital Slurpee drink dispenser on 7-Eleven's website. Users can fill up their digital Slurpee drink cup with a mix of classic and limited-time flavors, share their Slurpee drink vibe on social media using #SlurpeeVibe, and mint their mix to add to their digital wallet.

7Rewards and Speedy Rewards customers who claim the digital collectible will receive seven extra entries to win Slurpee-inspired jewelry from premium designer King Ice. The digital mixology event will run through July 18.

Marissa Jarratt, 7-Eleven Executive Vice President and Chief Marketing & Sustainability Officer, said, "We’re always looking for new and creative ways to celebrate with our customers on our favorite day of the year, Slurpee Day. This year, we’re marking another first for the brand with our inaugural digital collectible, ‘Find Your Slurpee Vibe’."

In addition to the digital collectible, 7-Eleven is introducing a limited-time 7/11 Birthday Collection capsule on 7Collection, the retailer’s online merchandise shop. The collection includes 7-Eleven-inspired party decor and trimmings, including apparel, balloons, wrapping paper, and more. Free shipping is available on all orders using the code SLURPEEDAY on July 11.

7-Eleven is also offering $1 food deals, discounts on 7NOW Gold Pass subscriptions, and savings on fuel for new and existing 7Rewards and Speedy Rewards members. Those who sign up for 7NOW Gold Pass via the 7NOW Delivery app on July 11 will receive a free subscription of the service through the end of 2023. Fuel rewards members will receive an additional 11¢ off each gallon purchased on July 11 at 7-Eleven and Speedway branded fuel locations.

7-Eleven's introduction of digital collectibles marks a significant step in the adoption of NFTs by mainstream retailers. The move could potentially open up new avenues for customer engagement and loyalty programs in the future, as it has for other major brands that have ventured into the NFT space.