7-Eleven is using a combination of different channels to drive in-store traffic and celebrate National Iced Tea Day.

The company is giving away free Snapple tea for six days, beginning June 10 and going through June 15. The company is also using the hashtag #Awesummer to spread the word.

"With this initiative, we want to increase and reward 7-Eleven app usage," said Margaret Chabris, a spokeswoman for 7-Eleven. 

Mobile incentive
Each day, a mobile coupon for a free 16-ounce bottle of Snapple Iced Tea will appear on 7-Eleven?s smartphone application.

The three featured flavors include Snapple Half ?n Half Lemonade Iced Tea, Lemon and Peach Iced Teas, although each mobile coupon is valid on any 16-ounce Snapple product.

To receive the free daily coupons, smartphone users are encouraged to text the keyword TEA to the short code 711711.

Once consumers text-in, they get a link to download the 7-Eleven app either from Apple?s App Store or Google Play.

For consumers who already have the 7-Eleven app installed, coupons will be automatically updated each day.

Once downloaded for redemption at a 7-Eleven store, the coupon is valid for 15 minutes before expiring.

Each coupon is available for redemption between 12 a.m. through 11:59 p.m. on the day it is uploaded.

Furthermore, the company is using the hashtag #Awesummer to further build social engagement between the company and consumer.

Mobile evolution
Over the past year, 7-Eleven has been ramping up its multichannel efforts to reach consumers on a device that is most personal to them.

Last year, the convenience store chain leveraged its SMS database to drive consumers in-store with a time-sensitive campaign.

On Dec. 1, 7-Eleven sent an SMS message to its opted-in users to promote its peppermint bark donut (see story).

Most recently, 7-Eleven placed a mobile call-to-action on its Slurpee cups to get consumers to download its latest application and get exclusive coupons and offers (see story).

"Mobile advertising reaches our active consumers who seek value and get their information from their smartphones," Ms. Chabris said.