Coke And 7-Eleven Entertain World Cup Fans With ‘Predict And Score’ Game Series
World Cup viewers across 14 countries can participate in Coke's largest-ever customer activation, benefiting from a major cultural event to raise brand awareness, drive consumer engagement and promote products, having participants enter by purchasing specially marked "Share a Coke" cans
Coca-Cola, the global-leading soda brand, is partnering with convenience store 7-Eleven to bring customers a plethora of prizes and promotions in time for the World Cup championship rounds. A part of its “Go for the Goal” campaign, through August 31 Coca-Cola is inviting consumers from 61,000 participating 7-Eleven stores in 14 countries to engage with a series of brand activations such as predictions, points and prizes competitions.
To drive U.S. customer engagement, 7-Eleven and Coca-Cola launched the Predict and Score sweepstakes. The ultimate prize of $50,000 will go to one lucky fan. However, many consumers will reap rewards through this initiative. Hundreds of thousands of campaign participants are eligible to win 7Rewards customer loyalty points, redeemable for select items at participating national 7-Eleven locations.
On the 7-Eleven rewards app, the retailer created a Predict and Score! Game to provide consumers with a more immersive and enjoyable brand experience. To be eligible to play, U.S. fans must purchase Coca-Cola products such as the specially-marked “Share A Coke” soda cans that each have a unique access code. These specialty cans only are available at select 7-Eleven stores.
For this campaign, the 7-Eleven also encourage users to make World Cup bracket predictions on the app. Every week through July 15, the app features the upcoming games and teams, inviting fans to cast their bracket forecasts. Each time a 7Rewards member plays, he or she will earn 10 points plus 5 points for each correct bracket prediction. However, there is a catch: Users may only enter one game code a week.
Each week, participants who predict the World Cup winning team brackets correctly will move up on the leaderboard. The first four users who move to the top of the leaderboard when the campaign game is finalized on July 15 will win prizes. From first to fourth place, the winners will be awarded (1) a $2,000 Delta Vacations gift card, (2) a $1,000 Best Buy gift card, (3) a $600 Best Buy gift card and (4) a 12-month-long sports streaming package. The next five top players will receive 10,000 7Rewards points each and 300 players will collectively receive thousands of 7Rewards points.
For the “Go for the Goal” campaign, Coca-Cola and 7-Eleven created locally-tailored initiatives to provide the best user experience for each domestic market. As personalization increasingly affects consumer attitudes and behaviors, Coca-Cola and 7-Eleven understand the importance of creating custom-tailored campaigns for their different demographic audiences. This niche marketing strategy enables the retail brands to more authentically engage with their customers and alleviates any possible consumer pain points that could arise from differing cultural norms.
Regardless of which markets the Coca-Cola and 7-Eleven campaign enter, it is made clear to consumers that the 7Rewards program is a globally-unified network. No matter where a consumer is in the world, he or she easily can sign up for the program on 7Rewards.com via the brand’s Facebook chatbot function on Messenger.
This gamified campaign takes advantage of the World Cup events to build customer relationships with both Coca-Cola and 7-Eleven globally, reaching a huge audience in what is Coke’s largest customer activation in the brand’s history.