The companies are running the campaign within IMDB’s mobile application. 7-Eleven has been using a variety of channels to get the word out about its #Awesummer campaign.

“#Awesummer is about making the 7-Eleven guest experience ‘awesummer’ by providing value along with exclusive products and experiences all summer long,” said Danielle S. Ivey, senior manager of digital marketing at 7-Eleven.

“One way 7-Eleven is making your summer #Awesummer is through the Slurpee Twister sweepstakes,” she said. “Guests can go to a 7-Eleven store, find the text code by the Slurpee machine and text in to win a trip to Six Flags Magic Mountain to ride the new Full Throttle roller coaster.

“Guests can also choose to opt-in to receive exclusive coupons on 7-Eleven products.”

Mobile promotion
7-Eleven has turned to mobile advertising to help get the word out about the giveaway.

The mobile ad reads, “Enter to Win a Six Flags Roller Coaster Getaway.”

When consumers tap on it, it takes them to a mobile-optimized page where they can learn more about the #Awesummer promotion and enter to win.

Every week, 7-Eleven is giving away a new prize.

Consumers can enter once and are automatically entered for all prizes, including the grand prize, a 2014 Chevrolet Camaro.

Other prizes include tickets to Six Flags, a backyard makeover and tickets to the 2013 American Music Awards in LA.

Additionally, users can connect to their Facebook account or simply fill out a form with their information.

Via the campaign, 7-Eleven is also encouraging consumers to sign-up for SMS alerts.

The company is further enticing consumers to opt-in by offering them a free Slurpee as an incentive.

This initiative is a great way for the company to get the word out about a giveaway, as well as build-up its mobile database.

“7-Eleven guests are constantly on the go and 7-Eleven serves our guests’ needs by being the convenient solution to their busy lives,” Ms. Ivey said.

“As 7-Eleven continues to grow, it’s important to provide our guests with mobile solutions that allow them to quickly access locate their nearest store as well as a geo-specific strategy to meet the ever-changing needs of the day,” she said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York