Joining the ranks of Adidas, Coca-Cola, Louis Vuitton, and Nike, 7-Eleven, Inc. is making a significant move into the digital asset space. The convenience retailer is celebrating its 96th birthday by introducing a first-of-its-kind digital collectible (NFT) to Slurpee fans across the country, following a trend set by Hong Kong’s popular 852 convenience store, which issued its own NFTs in 2022.

As of July 11, 2023 at 7:11 p.m. Users can fill their digital Slurpee drink glass with a mix of classic and limited-time flavors, share their Slurpee drink on social media using #SlurpeeVibe, and create their mix to add to their digital wallet.

7Rewards and Speedy Rewards customers who claim the digital collectible will receive an additional seven entries to win Slurpee-inspired jewelry from premium designer King Ice. The digital mixology event will run until July 18.

Marissa Jarratt, executive vice president and chief marketing and sustainability officer for 7-Eleven, said, “We’re always looking for new and creative ways to celebrate our favorite day of the year, Slurpee Day, with our customers. This year, we’re marking another first for the brand with our inaugural digital collectible, ‘Find Your Slurpee Vibe.

In addition to the digital collectible, 7-Eleven is introducing a limited-time 7/11 Birthday Collection capsule at 7Collection, the retailer’s online merchandise store. The collection includes 7-Eleven-inspired party decorations and decorations, including apparel, balloons, wrapping paper, and more. Free shipping is available on all orders using the code SLURPEEDAY on July 11.

7-Eleven also offers $1 food deals, discounts on 7NOW Gold Pass subscriptions and fuel savings for new and existing 7Rewards and Speedy Rewards members. Those who sign up for 7NOW Gold Pass through the 7NOW Delivery app on July 11 will receive a free subscription to the service through the end of 2023. Fuel Rewards members will receive an additional 11¢ off each gallon purchased on July 11 at 7-Eleven and Speedway brand fuel locations.

The introduction of 7-Eleven digital collectibles marks a significant step in the adoption of NFTs by major retailers. The move could potentially open up new avenues for customer engagement and loyalty programs in the future, as it has for other major brands that have ventured into the NFT space.

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