Dive Temporary:
- 7-Eleven is teaming with Dwell Nation and can function the primary naming-rights associate of the When We Have been Younger Competition and convey onsite experiences to The Governors Ball and Rolling Loud, per a press launch.
- The comfort chain will sponsor a 7-Eleven Hangout activation and the 7-Eleven Stage at When We Have been Younger and can host a Slurpee Avenue activation at The Governors Ball and Rolling Loud.
- The partnership places the long-lasting model on the middle of dwell music tradition and will assist it join with essential millennial and Gen Z customers by way of nostalgia.
Dive Perception:
7-Eleven is popping up the quantity to eleven by way of its partnership with Dwell Nation. The partnership represents the primary time the dwell leisure firm, which additionally contains Ticketmaster, has offered the naming rights to a U.S. pageant. By securing its first-ever naming rights deal for a preferred pageant and activating at two others, the comfort retailer chain can put its model on the middle of tradition and connection, based on Marissa Jarratt, govt vp and chief advertising and sustainability officer at 7-Eleven.
“By teaming up with Dwell Nation, we’re bringing the 7-Eleven model to the guts of unforgettable fan moments. We’re wanting to recreate the enjoyable and pleasure that comes with visiting a 7-Eleven retailer in an immersive music expertise for the subsequent technology of brand name followers,” Jarratt stated within the press launch.
When We Have been Younger Competition takes place Oct. 18-19 on the Las Vegas Competition Grounds and is headlined by pop-punk emo giants Panic! on the Disco, Blink-182 and Weezer. The 7-Eleven activation on the pageant “channels early 2000s emo power” and will communicate to the millennial customers for whom this model of music is nostalgic.
The immersive, social-first activations are meant to be paying homage to in-store experiences. The Slurpee Avenue at The Governors Ball (June 6-8 at Randall’s Island in New York) is impressed by a summer season block occasion and features a stoop and free Slurpees. The same activation will seem on the hip-hop-focused Rolling Loud pageant and nod to road artwork tradition.
Music festivals are a part of a music occasion market that was valued at greater than $250 billion in 2023 and is forecast to develop to greater than $775 billion by 2035, per an Allied Market Analysis report. As music festivals have proliferated, Dwell Nation’s slate — together with genre-specific ones like When We Have been Younger and Rolling Loud — and main occasions like Goldenvoice’s Coachella have develop into heavy with model activations as experiential advertising returns to pre-pandemic ranges.
Unilever’s Dove this month iterated on its “Let Your Physique Physique” marketing campaign with an effort that leveraged music pageant season to advertise the model’s entire physique deodorant line. Likewise, Scotch-Brite prolonged a musically centered marketing campaign with a presence at Coachella.
Seven & i Holdings, dad or mum firm of 7-Eleven, introduced in its newest earnings report that 7-Eleven’s same-store gross sales within the U.S. fell 2.7% in fiscal 2024 and are anticipated to contract by one other 1.5% in fiscal 2025. The dad or mum firm final month introduced plans for a U.S. IPO however can also be evaluating a takeover bid from Alimentation Couche-Tard.
