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7-Eleven, Arizona Beverages drive in-store excitement with mobile-activated giveaways

Starting next month, 7-Eleven customers will have a chance to win various prizes by scanning a QR code appearing on the label of Arizona Beverages’ newest drink flavor.

The new Cherry Lime Rickey flavor is launching exclusively at 7-Eleven stores. By launching the flavor at 7-Eleven, which has been active in mobile marketing for some time, the brand is strengthening its position in the mobile space while driving engagement with a group of customers already familiar with using mobile as part of their shopping experience.

“The 20th anniversary fan chosen Cherry Lime Rickey flavor and final packaging was created entirely by fans, who over a six-month, social media-driven contest were called upon to vote on the new flavor and winning design,” said Jackie Harrigan, global communications director of Arizona Beverages, Woodbury, NY.

“As a way to thank fans for their tremendous support and enthusiasm we included a QR code so fans can enter to win unique prizes and limited edition gear,” she said.

“Our goals for the QR code are to give back to our fans and to engage them in the new product.”

Customer participation
This is the first time Arizona Beverages has used QR codes on its packaging.

The QR code on the 20th anniversary can unlocks prizes when scanned, including free product, branded merchandise and a grand prize of a trunk full of Arizona Beverages.

Arizona Beverages enlisted the help of customers to create the new flavor and bottle design to help it celebrate its 20th anniversary.

The beverage company created a 20th anniversary Web site, where customers could vote for their favorite flavor among three choices. The Cherry Lime Rickey flavor beat out Orange Creamsicle and Chocolate Fudge Float in the contest.

Once the flavor was picked, the company also asked artists to submit can designs. Five finalists were chosen from among the thousands of submissions and customers voted on the winning design, which was submitted by Kenny Vidinich of One Vibe Creative Studios in Honolulu.

The customer-picked flavor and bottle design will be available exclusively at 7-Eleven stores from Sept. 5 through Nov. 11.

Thirsty for QR codes
Food and beverage brands are increasingly printing QR codes on the packaging for their products as a way to engage customers and enhance the shopping experience.

For example, Coca-Cola products in Spain feature QR codes on the packaging enabling customers who scan the mobile bar codes to view content such as UEFA’s Euro 2012 videos and Coca-Cola SmileWorld – the brand’s online community (see story).

Arizona Beverages makes AriZona Iced Tea, waters, juices, energy drinks, sports drinks and powdered tea mixes and is the No. 1 ready-to-drink tea in North America, according to the company.

The QR code is the brand’s first foray into mobile marketing.

“7-Eleven has the exclusivity to sell CLR and we are excited about our partnership,” Ms. Harrigan said. “Eventually, the product will be rolled out into other retailers once the QR code initiative comes to a close.

“Depending on the success of the QR code we may consider utilizing mobile marketing for the future,” she said.

Final Take
Chantal Tode is assoc. editor on Mobile Commerce Daily, New York