7-Eleven is promoting its new fresh products through targeted mobile banner ads that help consumers find the nearest locations, as well as engage more with the brand. 

The company is running the mobile ads via Pandora?s platform. The ads take consumers to a mobile landing page where they can further interact with 7-Eleven.

7-Eleven operates, franchises and licenses more than 8,400 7-Eleven stores in the United States.

"Smartphone penetration continues to grow, and 7-Eleven, Inc. has found that our customers heavily use their phones throughout the day to make decisions on where to purchase food, drinks and other items," said Margaret Chabris, spokeswoman for 7-Eleven, Dallas.

Mobile target
The mobile banner ads target consumers while they are on the go.

The ads read: 7-Eleven. More in Store.

When consumers click on the ad, they are redirected to a mobile landing page where they can find the closest location to try out the new products or learn more about the company?s products such as its 8 legend and superstars cups, limited time only Reese?s brownies or the new fresh cut fruit bowl.

Additionally, the ad features different interactive tabs such as Slurpee, The Goods and Sign Up.

Through Slurpee, consumers can learn more about the flavors, join the club and tell their friends and family about it through Facebook and Twitter.

Users can learn about rewards and also download the new Slurpee app.

The Goods Section features the company?s products and read the descriptions for each.

In addition, consumers are encouraged to sign-up for 7-Eleven?s newsletter to learn more about deals.

Mobile touchpoints
This is not 7-Eleven?s first foray into mobile.

Recently, the company drove ?Hangover Part II? fans to its locations and let them compete in mobile challenges to win prizes such as a trip to Las Vegas.

The company let consumers compete in challenges using the Scvngr mobile application (see story).

Additionally, 7-Eleven ran a mobile rewards program that let ?Thor? fans check-in to any location and redeem points and rewards having to do with the film.

The company ran the promotion during the month of April.

Additionally, 7-Eleven had re-imagined its Slurpee application with a Thor overlay as part of the promotion (see story).

"Our customers are always on the go and rely on their mobile devices to get them through their day," Ms. Chabris said.

"Being in the convenience business, 7-Eleven uses mobile to help our customers find the information they need, such as store locations and product offers, quickly and easily, no matter where they are," she said.