7-Eleven Puts Augmented Reality in the Game to Attract Football Fans

Not content to let NFL's official pizza sponsor corner the market for feeding football fans, 7-Eleven has taken a page out of Pizza Hut's playbook with a promotional augmented reality game.

Available now through Dec. 31 in the 7-Eleven mobile app for iOS and Android, users can play an augmented reality football mini-game to test their quarterbacking skills.

7-Eleven Puts Augmented Reality in the Game to Attract Football Fans — *Images via 7-Eleven*

The game challenges players to guide a virtual quarterback in tossing the pigskin through hoops projected into their physical environment at varying distances and point values, with some targets moving (or flying) around the screen. Oh, and there's a time limit here, so break out your quick throwing motion.

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Players get rewarded for their performance with 7Rewards points, which are redeemable for drinks and snacks at 7-Eleven locations. A maximum of 30 points can be earned each day, after which the game is time-locked. But, you can still practice once you've reached your quota.

More augmented reality experiences can be unlocked (and reward points earned) by scanning codes at 7-Eleven stores in Baltimore, Dallas, Denver, Detroit, Washington D.C., Buffalo, Chicago, Miami, New England, New York, Philadelphia, San Francisco, Seattle and Tampa Bay (aka cities with NFL teams).

Customers will be able to take a selfie with Dallas Cowboys quarterback Dak Prescott, try on AR face filters, and access more games. Fans in Baltimore, Dallas, Denver, Detroit, and Washington have the privilege of AR experiences tailored to their home teams.

The AR experiences, like 7-Eleven's previous promotion for Deadpool 2, comes courtesy of Zappar's AR platform.

All of these AR goodies serve to grab a bigger piece of the pie from hungry watchers of the gridiron.

"No sport is bigger in the US than football," said Sean Thompson, 7-Eleven, Inc. senior vice president and chief customer officer. "Each week, millions show up at stadiums, friends' houses or in front of their own televisions to cheer on their favorite teams — and, of course, eat and drink. 7-Eleven has everything needed to enjoy all the big games, from cool souvenir cups to hot pizza and wings. It's an easy and economical way to host an epic watch party."