7-Eleven, looking to capitalize on Facebook's social gaming users, recently launched a major partnership with Zynga, the popular social gaming company. The promotion is in conjunction with the wildly popular games Farmville, MafiaWars, & YoVille. Farmville alone boasts 10% of US Facebook users playing their game & 20% of worldwide users. Zynga also claims that 80% of registered users are playing at least one of these three games daily.
The reach of this promotion is potentially huge for 7-Eleven as players of these games are known to be rabid about collecting special items to gain an advantage over the friends they are playing against.
The concept is simple, purchase a branded item in one of the 7,000 stores in the US get a special item to use with the games. If you collect enough items, 9 to be exact, you would be able to collect an uber item, one for each game. To get credit for the purchase all you have to do is go to the 7-Eleven site "Buy. Earn. Play", enter your code, and you'll receive your special item plus a "punch" in your card toward the uber gift. If you purchase a Zynga branded 7-Eleven gift card you'll get two "punches". There is also an option to text your code from your mobile phone.
The one problem that I ran into while taking a look at this promotion was that I had to turn on the Instant Personalization feature within my Facebook account before I could poke around on the 7-Eleven site. I'm sure that Farmville users will have...