7-Eleven Hosts "Gamer's Paradise" Slumber Party to Hype Store Launch

Garnering excitement and media coverage for a new store opening can be a tall task. Communicators for massive retailers with hundreds or thousands of doors are charged with making each addition to the family feel like something special. Of course, there are tried-and-true tactics to ensure the requisite “local press,” but it’s challenging to get creative even if that’s the lone goal. Forget about getting any recognition beyond that market or communicating broader brand messages.

All of which is why I LOVE this recent effort from 7-Eleven…

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Yup, in advance of a new store opening in Dallas County, the folks at 7-Eleven got smart. Before the doors officially open to the public, the brand will offer the location for an ultimate “Gamer’s Paradise” staycation. PlayStation 5s, games galore and all the snacks and Slurpees you might care to consumer. Then, cozy off to sleep and dream of corn dogs and Big Gulps forevermore.

The details can all be found on the official Airbnb booking page, but it includes unique influencer engagement opportunities (top gamers), swag bags and more. Although the room is “hosted” by Cowboys QB Dak Prescott, it’s not entirely clear if he’ll be there to meet-and-greet any lucky lodgers. Regardless, the details aren’t the point. It’s the strategy.

It’s a great example of being tuned into your high-priority audiences (younger, gamers, local); getting creative (why not use the store for something cool and unique pre-opening); tapping into assets (existing influencer relationships and associations); and providing a valued experience (memorable, easy to share, socialize and promote). It’s why this has already easily garnered the always-coveted local coverage, but also landed far beyond in spots like Thrillist and The Verve!

Kudos, 7-Eleven. Game on.