Free Coffee, Slurpee, Big Gulp Texts (SMS) from 7-Eleven in San Diego en Espanol Tambien

711scan1.jpg7-Eleven is testing a free drink mobile marketing campaign in San Diego through Dec. 31, 2009, at 200 7-Eleven stores.

Local residents can send an SMS (Short Message Service) text with the word "FAST" (in Spanish, "RAPIDO") to "72579." In response, they will receive a message informing them which of 7-Eleven's best-selling beverages they have won.

Four of the convenience retailer's most popular drinks are featured in the test - a free Slurpee frozen carbonated beverage, Big Gulp fountain drink, fresh-brewed hot coffee and the latest proprietary drink, Iced Coffee. The promotion is limited to one free beverage per day at participating 7-Eleven stores.

The text message offers recipients two ways to redeem their coupons at participating
7-Eleven stores. Customers with Internet access on their wireless devices will be able to click through to a screen displaying a UPC bar code, which can be scanned at the cash register. For other wireless users, the 7-Eleven sales associate can enter the selected numeric code on the cash register for redemption. The codes are only good for the free beverage indicated in the coupon. The message also includes an invitation to receive future text messages with 7-Eleven news and offers. Recipients can opt in by replying "YES."

The mobile marketing test is supported by both general and Hispanic-targeted radio, outdoor and mobile advertising. Participating 7-Eleven stores will communicate the promotion with bilingual point-of-purchase signage.

For millions of Americans under the age of 34, texting has become a preferred method of mobile communication, in some instances replacing phone calls. According to a 2008 Nielsen study, the number of SMS text messages sent has surged ahead of voice calls. The report found that U.S. mobile subscribers sent and received on average 357 text messages per month, compared with making and receiving 204 phone calls a month.