With the help of GMR Marketing's division, GMR Mobile, 7-Eleven Inc. tested the theory that the only thing better than texting to chat is texting for free stuff.

More than 200 San Diego-area 7-Eleven stores participated in a pilot program designed and executed by GMR Marketing that allowed consumers to parlay their use of texting into a free beverage every day in December. During that time, San Diego residents could send an SMS (Short Message Service) text with the word “FAST” (in Spanish, “RAPIDO”) to “72579.” In response, they received a message informing them which of 7-Eleven®’s best-selling beverages they had won. Four of the convenience retailer’s most popular drinks were featured in the test.

The text message offered participants two ways to redeem their coupons at participating 7-Eleven stores. Customers with wireless internet access could click through to a screen displaying a UPC bar code that could be scanned at the cash register. For other basic service users, a 7-Eleven sales associate entered the promotional code for redemption. The message also included an invitation to receive text messages with 7-Eleven news and offers.

“7-Eleven’s mobile test is the optimum use for our proprietary UPC bar code technology,” said T.J. Person, senior vice president of Mobile Marketing Strategy for GMR Marketing. “Besides gathering valuable consumer insights, the quick-scan and numeric codes gave consumers a quick and easy way to enjoy a free beverage, compliments of 7-Eleven.”