Why 7-Eleven Actively Encourages Car Meets

From the Oct 2022 challenge of Car or truck and Driver.

Forget about canyon overlooks and coastal roadways as a background for your car pictures. There is certainly a new pattern that’s all about comfort. As in, comfort retail store. As in, your closest 7-Eleven. While several organizations discourage vehicle meets, the Slurpee purveyor actively encourages them, in unique by way of its formal Instagram account, which regularly reshares tagged car or truck information. We spoke with Marissa Eddings, senior director of electronic and information marketing and advertising for 7-Eleven, about the level of popularity of #carsof7eleven on Instagram and TikTok.

C/D: When did you start off noticing car or truck pictures showcasing 7-Eleven?

Eddings: We discovered men and women tagging us in their “carfies” in front of 7-Eleven stores a number of yrs back, and we began posting autos in our feed in 2020. Last calendar year a TikTok user posted a video clip about 7-Eleven’s automobile Instagram content material, which led to a 40,000-furthermore-follower improve on Instagram in much less than 24 hrs. To accept these new followers and boost our car content material, the hashtag #carsof7eleven was born.

Was there a visible uptick in vehicle photographs tagged with 7-Eleven just after you began resharing?

Absolutely. In between October 26 and November 9 alone, we observed extra than 3600 new person-produced posts, and 85 % of them had been autos at 7-Eleven outlets.

Are there any aspects that would make a photograph additional or considerably less probably to be reshared?

Selecting which cars to reshare just about every week is a exciting obstacle. Vintage models, standout paint careers, and luxury automobiles less than the 7-Eleven sign have a tendency to be highlighted weekly. But we really like any and all creative photographs that arrive our way.

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