Sparks’ New In-Store Pitch: Pick Up a Four-Pack, Download a Song

New high-tech retail displays will go up at 7-Eleven stores later this month, offering shoppers the ability to download free music on their MP3 players. The promotion is for a caffeinated alcoholic beverage called Sparks.

Twenty units with touch screens touting the “Sparks Power Playlist” will appear in test markets including Austin, Texas, Chicago, Dallas, Las Vegas, Orlando, Fla., and Seattle. After shoppers verify that they are of legal drinking age, they will be able to dock their players into a port (on the display) and download a song from an emerging artist being featured that week. No redemption codes or submission of personal information is required.

“Instant gratification is a consumer insight that applies to a lot of consumers and a lot of brands in the world of rapidly moving technology, content and digital imagery,” said Herb Heneman, senior brand manager for Sparks, a MillerCoors brand. “That