7-Eleven is amplifying its cultural marketing strategy by securing naming rights for the pop-punk-focused When We Were Young Festival—marking the first time parent company Live Nation has sold such sponsorship for a U.S. festival. The convenience store giant will also activate branded experiences at The Governors Ball and Rolling Loud, positioning itself at the epicenter of live music culture to engage millennial and Gen Z audiences.
Key Activations:
When We Were Young (Oct. 18-19, Las Vegas): A 7-Eleven Stage and “Hangout” zone will channel early 2000s emo nostalgia, aligning with headliners like Panic! at the Disco and Blink-182.
The Governors Ball (June 6-8, NYC): “Slurpee Street” will transform part of Randall’s Island into a summer block party with free samples.
Rolling Loud: Hip-hop-focused activations will incorporate street art motifs.
Strategic Shift:
The move comes as 7-Eleven’s U.S. same-store sales dipped 2.7% in fiscal 2024, per parent company Seven & i Holdings. By leveraging Live Nation’s 250B+festival market(projected to hit 775B by 2035), the brand aims to recapture growth through experiential marketing—joining peers like Dove and Scotch-Brite in tapping music festivals for youth engagement.
Executive Insight:
“These partnerships recreate the thrill of a 7-Eleven store within immersive music moments,” said CMO Marissa Jarratt, emphasizing the push to build “next-gen brand fandom.”
Background: Live Nation’s festival portfolio, including genre-specific events like When We Were Young, has seen brand activations rebound to pre-pandemic levels as experiential spending surges.
Related topics:
- Uno Plays into Game Night Trend with Themed Social Clubs
- Oscar Mayer’s Wienermobiles plan race ahead of Indy 500
- 2025 South African Social Media Survey Opens
