7-Eleven Canada has partnered with popular puzzle video game Tetris for a new contest.

The convenience store brand has launched a campaign, running through May and until June 25, with entrants given the chance to win a Tetris handheld game that comes in the shape of a 7-Eleven Slurpee. After the 7-Eleven U.S. marketing team proposed the partnership, 7-Eleven Canada joined to launch its own campaign and ensure the contest was available on both sides of the border between the two countries.

In total, 1,800 game devices are available to win through the contest. Every 7Rewards scan offers a chance to win a Slurpee Tetris, with bonus entries available through scanning select products, or through the 7Now delivery and pickup service, as well as mobile checkout purchases.

The collaboration is timed to the video game’s 40th anniversary this year, and comes with a collection of merchandise like t-shirts, sweaters, hats, tote bags and more that are all branded to mark the partnership.

“This collaboration celebrates our spirit of innovation and delivers fans with a new, fun way to experience Tetris,” says Tetris CEO Maya Rogers.

The campaign’s target audience is fans of the Tetris video game across age groups, according to 7-Eleven. Marc Goodman, 7-Eleven Canada VP and general manager notes that the game’s popularity with various age groups from Gen X to Gen Z, made the game a strong partner for the brand.

The omnichannel marketing campaign includes on-premise printed and digital signage, digital content through 7-Eleven Canada’s website and social media channels, CRM communications, in-app loyalty and delivery activations, e-commerce merchandise, public relations, influencer content and digital advertising.