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CARY, N.C. -- Kangaroo Express customers cannot get enough of their RooCups. According to the retailer's advertising agency of record, the third-annual RooCup promotion is its most successful to date.
"Our RooCup preorder campaign, which allows consumers to reserve their RooCups in advance of the summer season, was wildly successful," said Jeremy Skiver, president and CEO of Skiver Advertising. "We launched the campaign, via social media, on April 24 and sold 115,000 RooCups by May 1."
The 20-ounce refillable cup retails for $6.99 plus tax and can be refilled with any fountain and frozen beverage for 25 cents on an unlimited basis through Labor Day at any of the more than 1,570 Kangaroo Express convenience stores throughout the Southeast.
Skiver Advertising developed the concept for Kangaroo Express to help build loyalty among its customers.
In addition to the 115,000 RooCups sold through the preorder campaign, Kangaroo Express made an additional 385,000 RooCups available in-store, which are expected to sell out by Memorial Day.
"The RooCup frenzy is already filling our stores with fans anxious to start their RooCup summers and make memories with friends and family over 25-cent drink refills," said Joe Venezia, senior vice president of operations for Kangaroo Express.
This year, the promotion added cup customization options and expanded social media interaction with the #RooCup hashtag, high school spirit competitions to earn RooCups, and rewards for consumers sharing their RooCup photos online.
"The all-new RooCup Customization Station allows fans to express their inner 'Roo spirit,'" said Rob Pettis, Skiver Advertising's executive creative director. "Fans can take advantage of fun customization options including decals, Sharpie Mini markers, colored straws and more, making them feel more invested in the experience of shopping at Kangaroo Express."
In addition to customizing their RooCups, fans are also encouraged to share their RooCup designs and summer RooCup experiences on Twitter and Instagram by using the hashtag #RooCup. Those who do have the chance to be featured on www.RooCup.com and the Kangaroo Express Facebook page as the "#RooCup of the Week."
Fans can join the Roo Club again this year as well by texting "ROOCLUB" to "THEROO" ("843766") to receive text-messaging deals, such as free refill days.
Kangaroo Express is the primary operating banner of Cary, N.C.-based The Pantry Inc.