7-Eleven uses LBS and social media to boost brand engagement for City Cafe

The new initiative, developed by wwwins Isobar, builds on branding work rolled out earlier this summer and includes a mobile application, location-based service (LBS) and social media elements to encourage consumer interaction.

Consumers can use Google map to position their locations and then upload photos and a short write-up about their personal experience with City Café to Facebook and online event pages.

"LBS is getting more popular in Taiwan, but not many people use it in marketing yet," said Freda Shao, managing director of wwwins Isobar Taiwan.

Besides promoting the 4,000-odd City Café shops around Taiwan, the latest initiative has invited Taiwanese film actress Kwai Lun-Mei, the long-term brand ambassador of 7-Eleven, and three famous local bloggers to enhance share-of-voice and engagement in the social media.

The campaign will run until 31 October, and there are currently 1,927 photo entries; a lucky draw will be held on 20 October and 15 November. Two participants will also be chosen as final winners after consumers vote their favorite works online, and could win a HTC mobile phone.

The campaign aims to increase the engagement of the City Cafe brand with its consumers. Since the 7-Eleven Facebook fan page was set up in October 2009 it currenly has built up a fan base of 1.5 million.

Taiwan ranks forth globally in terms of the number of 7-Eleven outlets. Family Mart is the 7-Eleven's closest competitor in the market with around 2,500 stores.