7-Eleven Adds Augmented Reality to Football Season Celebration

7-Eleven prepares for football season with stadium-style cups, helmet straws and in-store augmented reality filters and activities.

7-Eleven convenience stores are becoming football fan headquarters this fall with everything needed for tailgate and “home-gate” parties. The world’s largest convenience retailer is bringing back stadium-style souvenir cups that can be used for either Slurpee or Big Gulp drinks. Helmet straws team up perfectly with the collectible cups.

The party starts as soon as fans enter participating 7-Eleven stores, where augmented reality (AR) puts them on the playing field with football filters, activities and new surprises through the end of the year. All AR activities can be accessed through the 7-Eleven mobile app, where customers can earn 7Rewards loyalty program points daily and weekly, depending on the activity. Even football star Dak Prescott shows up.

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“No sport is bigger in the U.S. than football,” said Sean Thompson, 7-Eleven Inc. senior vice president and chief customer officer. “Each week, millions show up at stadiums, friends’ houses or in front of their own televisions to cheer on their favorite teams—and, of course, eat and drink. 7-Eleven has everything needed to enjoy all the big games, from cool souvenir cups to hot pizza and wings. It’s an easy and economical way to host an epic watch party.”

Participating stores in select markets include Baltimore, Dallas, Denver, Detroit, Washington D.C., Buffalo, Chicago, Miami, New England, New York, Philadelphia, San Francisco, Seattle and Tampa Bay.

Here’s how fans can get in the game:

Big-screen TV, front row seats, instant replay, good friends … and eats and drinks that won’t break the bank. There’s a lot to love about “home-gating” when it comes to watching pro football games.

7-Eleven scores MVP – Most Valuable Products – status with fan favorites such as Big Bite hot dogs, whole pizza, smoked chicken wings, nachos, chips, beverages and more to enjoy while watching the big game.

7-Eleven stores have everything fans need for the ultimate watch party – plastic ware and paper goods, ice, charcoal, chips and more.

Even better, some 7-Eleven stores have delivery available in more than 30 markets using Postmates to bring all the gameday goodies to the watch party.

Game time or anytime, 7-Eleven’s premium, stadium-style cups are a great way to support the home team. Cups feature fan favorite players or generic pro football graphics, and vary by market. Suggested retail price for the heavy-gauge, dishwasher-safe cups is $2.99 each – that same quality at a fraction of the $6-$10 that stadiums concession stands charge for souvenir cups of similar quality and size. Cups can be used for both Slurpee and Big Gulp drinks.

The 15 participating teams will have seven different cups each, featuring high-resolution photos of top players—a new one each week for seven weeks. Other markets will receive three generic pro football cups over five weeks. The limited-edition cups are available at participating 7-Eleven, Stripes and APlus stores.

Helmet straws for participating teams also will be available to purchase with the premium cups at participating stores. As with the collectible cups, all other markets will offer a football helmet straw. Suggested retail price for the collectible straws is $1.99 each.

In-Store Experience
Playing games and sharing face filters are not only fun, they can earn 7Rewards points redeemable for 7-Eleven products. The AR fan fun will be active throughout the regular season and end Dec. 31. Customers can take an “autographed” selfie with football star Dak Prescott. In Baltimore, Dallas, Denver, Detroit and Washington, some games and filters will be team-specific. All other markets will have football fan filters and football-related games to play.

Here’s how to get in the AR game:

Tap: Tap the camera icon on the home screen of the 7-Eleven app to unlock the AR game and face filters. Football-centric AR games earn points daily.

Selfie: Take a selfie and share team spirit on social media to earn points weekly.

Seek: Scannable codes throughout the store to earn double 7Rewards points on games and selfie experiences for the rest of the day. The fun changes over time so fans are invited to visit often. Once unlocked, an experience can be accessed later, even after leaving the store. Players can earn points as they complete levels of the game.