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From the October 2022 difficulty of Automobile and Driver.
Neglect canyon overlooks and coastal roads as a background in your automobile pics. There is a new pattern that is all about comfort. As in, comfort retailer. As in, your nearest 7-Eleven. Whereas many companies discourage automobile meets, the Slurpee purveyor actively encourages them, particularly via its official Instagram account, which often reshares tagged automobile content material. We spoke with Marissa Eddings, senior director of digital and content material advertising and marketing for 7-Eleven, in regards to the recognition of #carsof7eleven on Instagram and TikTok.
C/D: When did you begin noticing automobile pictures that includes 7-Eleven?
Eddings: We seen individuals tagging us of their “carfies” in entrance of 7-Eleven shops a couple of years in the past, and we started posting automobiles in our feed in 2020. Final 12 months a TikTok person posted a video about 7-Eleven’s automobile Instagram content material, which led to a 40,000-plus-follower enhance on Instagram in lower than 24 hours. To acknowledge these new followers and enhance our automobile content material, the hashtag #carsof7eleven was born.
Was there a noticeable uptick in automobile pictures tagged with 7-Eleven after you began resharing?
Undoubtedly. Between October 26 and November 9 alone, we noticed greater than 3600 new user-generated posts, and 85 p.c of them had been automobiles at 7-Eleven shops.
Are there any particulars that may make a photograph kind of more likely to be reshared?
Deciding which automobiles to reshare every week is a enjoyable problem. Classic fashions, standout paint jobs, and luxurious automobiles underneath the 7-Eleven signal are typically featured weekly. However we love any and all artistic photographs that come our means.
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