7-Eleven is driving interest in its 7Rewards loyalty program, appropriately, on 7/11.

The C-channel retailer is featuring buy-one-get-one offers on a variety of foods, as well as select products like Coca-Cola, Prime Energy, PepsiCo tea beverage, Brisk and Van Holten’s Pickles, and also a free Canadian Natural Spring Water with every 473 ML Red Bull Purchase, in-store or online.

7-Eleven is also selling wings for 71 cents and giving out free small Slurpee products, with 7Rewards members also getting 711 bonus points with the scan of their free item. Customers can also enter for a chance to win free Slurpee for a year through our social media contest.

Finally, its 7Rewards contesting features chances to win “one of seven mega concert trips,” via travel vouchers and Ticketmaster e-gift cards.

To help get the word out for 7-Eleven Day, the retailer has launched an omnichannel marketing campaign that includes on-premises printed and digital signage, digital content on its website and social media channels, CRM communications, and in-app loyalty and delivery activations, explains Laurie Smith, director of marketing, communications and digital, for 7-Eleven Canada.

It is taking a “social media first” approach to connecting with its Gen Z target, meeting them where they are spending time and connecting with friends.

“We look to showcase our brand in a real authentic way and personalizing the brand of Slurpee and 7-Eleven,” Smith says, telling strategy that 7/11 is about celebrating local communities and the support the brand has received over the years.

Earlier this summer, 7-Eleven Canada launched a rewards-linked campaign, running until June 25, with entrants given the chance to win a Tetris handheld game that comes in the shape of a 7-Eleven Slurpee.

Last fall, the convenience retailer leveraged its most popular product for charity, with its Slurpee Name Your Price Day in support of Food Banks Canada.

Smith says that as the retail environment continues to change, it is always looking for new ways to engage with and give back to its customers. “We’re proud of the growth we’ve seen with our 7Rewards membership app,” Smith says. “Currently, we have 6.4 million 7Rewards members.”

7-Eleven is working with longtime graphic design and writing partners, and have set the strategy for the campaign in-house.

Based in the Dallas area, 7-Eleven operates, franchises and/or licenses for more than 13,000 stores in the U.S. and Canada.