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    Fountain Promotions Overflowing at Kum & Go This Summer

    The c-store retailer is utilizing social media in a big way to engage its fountain drink fans.

    By Linda Lisanti, Convenience Store News

    DES MOINES, Iowa -- Summer is always prime time for fountain drink promotions, but this year, Kum & Go is taking it up a notch by doing not one fountain promotion, but four.

    According to the company's website, its fountain beverage fans are among the convenience store chain's most passionate customers. To thank them for their business, Kum & Go is giving away free fountain drinks for a year to 10 lucky winners this summer.

    There are several ways to win. Customers can choose to participate in one of three promotions on Facebook, Twitter and Foursquare -- or if they're ambitious, they can take part in all of them. Kum & Go will draw the 10 grand-prize winners from among all participating customers.

    Weekly prizes also are being awarded as part of the three promotions:

    Facebook: Fan of the Week. To enter, individuals post a photo on Kum & Go's Facebook wall, include the store location and tell the chain why that store is their favorite. One Fan of the Week will be chosen each week, and receive a $25 gift card.

    Twitter: Fountain Friday. To enter, individuals upload a photo of themselves and their favorite drink on Twitter and tag it with #storewars. Kum & Go will share its favorite on Friday, and each week's winner will receive a $25 gift card.

    Foursquare: Tip Your Trip. To enter, individuals post a tip about one of Kum & Go's stores on Foursquare and send the link to the retailer at [email protected]. The chain will share the best ideas on its website. Those whose tips are selected will win a $25 gift card.

    In addition to these consumer-focused promotions, Kum & Go also is running a store-level contest called Store Wars. Stores in eight regions -- Arkansas; Colorado; Iowa; Minnesota/ Montana/North Dakota/South Dakota; Missouri; Nebraska; Oklahoma; and Wyoming -- will track their sales of fountain drinks and frozen carbonated beverages during the term of the promotion.

    At the end of the promotion period, which began May 1 and is expected to end Aug. 31, the one store from each region that, when compared with the other stores in its region, has the greatest percentage increase of unit growth sales of fountain drinks and frozen carbonated beverages as compared to the corresponding time period in 2010, will be named the winners.

    These stores will offer 32-ounce fountain drinks to their customers for 25 cents during the month of October. The winning stores will be announced in September, the chain said.

    Customers can log onto a special Web page, www.kumandgo.com/storewars, to see which locations within each of the eight regions are leading as of that time.


    By Linda Lisanti, Convenience Store News
    • About Linda Lisanti Linda Lisanti is editor-in-chief for Stagnito Business Information's Convenience Store News and Convenience Store News for the Single Store Owner media brands. In this role, she is responsible for content development across all of CSNews' print and online properties, with a specialty in coverage of the foodservice category in convenience stores. Lisanti has more than 13 years of experience in the journalism field. After working as a reporter for several daily newspapers, she joined CSNews as a staff writer in August 2005 and held senior writer, senior editor and executive editor positions before becoming editor-in-chief in August 2014. Lisanti has a bachelor’s degree in communications/journalism from Rowan University.
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