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    7-Eleven Using Mobile to Drive In-Store Traffic

    C-store chain launches mobile banner ads on Pandora's platform to promote its fresh products.

    DALLAS -- 7-Eleven Inc. is getting "fresh" with customers via new mobile banner ads. According to Mobile Marketer, the convenience store chain is running mobile ads on Pandora's platform that are intended to promote its fresh products, help consumers find the nearest 7-Eleven locations and have customers engage more with the brand.

    The advertisements read "7-Eleven. More in Store." When consumers click on an ad, they are redirected to a mobile landing page where they can find the closest location or learn more about the company’s products such as its eight legend and superstars cups, limited-time only Reese’s brownies or new fresh-cut fruit bowl.

    The mobile ads also feature different interactive tabs that allow customers to learn more about Slurpee flavors, join the Slurpee Club, download the new Slurpee app, find out about rewards and connect to the c-store chain through social networking sites such as Facebook and Twitter.

    "Smartphone penetration continues to grow, and 7-Eleven Inc. has found that our customers heavily use their phones throughout the day to make decisions on where to purchase food, drinks and other items," Margaret Chabris, spokeswoman for 7-Eleven, told Mobile Marketer.

    7-Eleven is not a newcomer when it comes to mobile. The operator, franchiser and licensor of 8,400 stores in the United States recently ran mobile promotions tying in the "Hangover Part II" and "Thor" movies.

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