Coca-Cola and 7-Eleven are teaming up for a World Cup promotion on the 7Rewards loyalty app. In the past, the convenience chain has concentrated most of its digital advertising efforts on franchises, but this year’s campaign marks a new focus on the customer and the potential for a new stream of sales through loyalty.

To participate in the promotion, customers need to buy Coca-Cola products using the chain’s app. After the purchase, the customer receives an email with a code to access the “Predict and Score” game after signing up for the convenience chain’s loyalty program. One lucky player will be awarded a $50,000 prize and others will receive customer loyalty platform points to be redeemed at 7-Eleven.

While the campaign could lure customers into stores, it could also drive digital. Successful restaurant brands operate with a mobile-first mentality, with 61% of brands tracked in Gartner L2’s Digital IQ Index: Restaurants catering to mobile-savvy customers with rewards programs accessible through their brand mobile apps.

This isn’t the first time these two brands are partnering up for the Cup. Four years ago, they ran a campaign in which the chain’s loyalty app played a marginal role. This time, the app is the focus.

Currently, the restaurant industry is experiencing worrying declines in foot traffic. As consumers continue to embrace digital across sectors, many restaurant brands have yet to capitalize on opportunities to revive the lagging industry through meaningful loyalty offerings, including 7-Eleven—until now.

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