Free Slurpee(R) Drinks = Live Music to Their Ears

7-Eleven® Celebrates 82nd Birthday with Biggest Slurpee Bash Ever 5 Million Free Frozen Drinks and Access to Live Nation Concert Tickets

DALLAS--(BUSINESS WIRE)--If it's July 11 or 7/11, then Slurpee® drinks must be on the house at 7-Eleven® stores. That's because this Saturday is 7-Eleven Day, and the day the world's first convenience retailer celebrates its birthday. This year promises to be the biggest ever, with 7-Eleven planning to give away close to 5 million free 7.11-ounce Slurpee drinks to celebrate its 82nd birthday at more than 6,000 stores in the U.S. and Canada.

The retailer has added something new to its annual tradition of giving away cups of its iconic frozen drink – live music. As an extra birthday bonus, this year's colorful "Happy Birthday!" cups feature a Slurpee Nation rewards code worth 2 rewards points, enough to enter the 7-Eleven Day instant win game online at www.slurpee.com.* Upon entering, all players will receive a code to buy reduced-price Live Nation** concert tickets for some of the hottest acts on tour this summer.

Cup codes can be entered at www.slurpee.com or texted to 33992.*** The 7-Eleven Day instant win game runs from 7 a.m. to 11 p.m. (CDT) for a chance to win one of 711 $50 Live Nation Concert Cash prizes, redeemable for concert tickets sold at www.livenation.com. Everyone entering the 7-Eleven Day instant win game at the Slurpee website will receive a code and website link to purchase $7.11 lawn tickets for concerts at select Live Nation venues across the country (some additional fees apply).

The concert ticket codes are valid for the discounted ticket prices through Sunday, July 12, at 10 p.m. (CDT). The $7.11 tickets are good toward select general admission lawn seats at Live Nation-owned and operated venues while supplies last.

"Music seemed a natural extension to the big Slurpee birthday party we throw every year on 7-Eleven day," said Evan Brody, 7-Eleven's marketing manager for Slurpee and Big Gulp® brands. "Every party is better with music, and we worked with Live Nation to come up with a way to make our celebration even bigger and better. Together, we've been able to provide an affordable way for people to see their favorite band in concert this summer."

Slurpee street teams are planning "Slurpee-brations" and 7-Eleven birthday parties around the country with music, entertainment, prizes and food sampling. A 7 to 11 p.m. birthday-eve bash at a Hollywood 7-Eleven store in California will feature a live call-in show with local radio station KIIS, entertainment by the Los Angeles "electro" dance phenomenon, Dance Floor Kids and prizes including a free year of Slurpee drinks for the first 100 die-hard Slurpers who show up.

One northern California (San Rafael) store's party will take on a Latin flavor with local celebrity Sam Aguilar emceeing the event sponsored by top Spanish-language station, KSJO-FM.

Each year, many new franchisees choose 7-Eleven's birthday as the day to officially open their neighborhood store for business. Grand openings in New Jersey and Florida will double as birthday parties and Slurpee celebrations. Elizabeth, N.J., franchisee Nasser Nasser has invited local dignitaries to a ribbon- and cake-cutting and plans to serve free food with a face-painter and balloon artist for his smallest customers. And in Sanford, an Orlando suburb, the Slurpee street team will be making a special appearance to give away prizes as the new store opens its doors.

Every year, July 11 marks the day that the world's No. 1 convenience retailer observes its birthday and other company milestones. 7-Eleven, the first convenience store, originated in 1927 when a Southland Ice Company employee began selling bread, milk and eggs on an ice dock in a Dallas suburb. Since that inauspicious start, "convenience" has become a big business. The small ice company has grown into a major, international retailing chain with 7,800 7-Eleven stores in North America and more than 36,200 stores worldwide that generated $53.7 billion in revenues last year.

"7-Eleven Day also is known as free Slurpee day, because of how popular the beverage giveaway has become," says Jay Wilkins, brand manager for proprietary cold beverages. "We've been serving free Slurpee drinks on July 11 since our 75th birthday in 2002, and it continues to be a hit with customers. What better drink for a month that is typically the hottest of the year?

Wilkins added, "But more importantly, we at 7-Eleven get a chance this Saturday to show customers our appreciation for their patronage all year."

About 7-Eleven, Inc.

7-Eleven, Inc. is the premier name and largest chain in the convenience retailing industry. Based in Dallas, Texas, 7-Eleven operates, franchises or licenses approximately 7,800 7-Eleven® stores in North America. Globally, 7-Eleven operates, franchises or licenses more than 36,100 stores in 15 countries. During 2008, 7-Eleven stores worldwide generated total sales of more than $53.7 billion. For 15 consecutive years 7-Eleven has been listed among Hispanic Magazine's Hispanic Corporate Top 100 Companies that provide the most opportunities to Hispanics. 7-Eleven is franchising its stores in the U.S., and is expanding through organic growth, acquisitions, and its Business Conversion Program.

ABOUT LIVE NATION

Live Nation's mission is to maximize the live concert experience. Our core business is producing, marketing and selling live concerts for artists via our global concert pipe. Live Nation is the largest producer of live concerts in the world, annually producing over 22,000 concerts for 1,600 artists in 33 countries. During 2008, the company sold over 50 million concert tickets and drove over 70 million unique visitors to LiveNation.com. Live Nation is transforming the concert business by expanding its concert platform into ticketing and building the industry's first artist-to-fan vertically integrated concert platform. The company is headquartered in Los Angeles, California and is listed on the New York Stock Exchange, trading under the symbol LYV.

NOTES:

  • * NO PURCHASE NECESSARY. Ends 11 pm CT on 7-11-09. Must be 13 or older to play. See www.slurpee.com for Official Rules including free entry method. Void where prohibited.
  • ** Live Nation is a registered trademark of Live Nation Worldwide, Inc.
  • *** Standard Message Charges Apply. Consumer may opt out at any time by sending 'STOP' to 33992.

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