Young people – those in their teens to 30s – have so many ways to communicate that reaching them has become a guessing game for marketers.
That's why 7-Eleven Inc. is taking its No. 1 brand, Slurpee, to the Internet.
The Dallas-based convenience store chain on Tuesday launched www.slurpee.com and a summertime Slurpee promotion with partners Nokia, Musicmatch and Coca-Cola.
Customers can buy Slurpee apparel on the site and access downloadable songs and wireless phone rings.
7-Eleven came up with the multichannel promotion after it discovered in focus groups that there's a huge "Slurpee generation" out there that's been difficult to reach, said John Ryckevic, 7-Eleven category manager for Slurpee and fountain drinks.
"We know they love music and spend a lot of time on the Internet, and they all have cellphones and they all tell us they love Slurpees," he said.
"Communication methods are constantly changing. It's a challenge to reach our youngest customers, who are the first to try something new."