From the October 2022 issue Car and Driver.
Forget canyon views and coastal roads as backdrops for your car photos. There is a new trend that prioritizes comfort. As in, convenience store. Like, the closest 7-Eleven. While many businesses prohibit car gatherings, the Slurpee supplier is actively encouraging them, particularly through its official Instagram account, which regularly reshares tagged car content. We spoke with Marissa Eddings, senior director of digital marketing and content for 7-Eleven, about the popularity of #carsof7eleven on Instagram and TikTok.
CD: When did you start noticing photos of cars featuring the 7-Eleven?
complement: We saw people tagging us in their “carfies” in front of a 7-Eleven store a few years ago, and we started posting cars on our feed in 2020. Last year a TikTok user posted a video about 7-Eleven car Instagram content, which led to a 40,000-plus-follower increase on Instagram in less than 24 hours. To acknowledge these new followers and improve our car content, the hashtag #carsof7eleven was born.
Is there a noticeable improvement in photos of cars tagged with 7-Eleven once you start re-sharing?
Of course. Between October 26 and November 9 alone, we saw more than 3600 new user-generated posts, and 85 percent of them were cars in 7-Eleven stores.
Are there details that would make the photo more or less likely to be reshared?
Deciding which car to redistribute each week is a fun challenge. Vintage models, standout paintwork, and luxury vehicles under the 7-Eleven mark tend to be featured every week. But we love any and all creative shots that come our way.
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