311 and 7-Eleven Got All Mixed Up with a Clever Social Media Swap for April Fools’ Day


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Rock Cellar Magazine
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April Fools’ Day used to be the time for all kinds of online shenanigans in the name of jokes and gags, but over the years it’s become difficult to stand out — enter convenience store chain 7-Eleven and veteran alt/rock/funk band 311, who teamed up for a collaboration nobody saw coming.

A simple exchange of social media handles is the name of the game, which both entities unveiled on Thursday for the big day … and abundance of jokes and silliness.

Like this:

And this:

 

View this post on Instagram

 

A post shared by 7-ELEVEn (@311)

Some folks didn’t get it … or just didn’t check the calendar:

But c’mon, this is good stuff.

Some brands use social media for more straightforward (read: serious) marketing purposes, but others adopt a more playful tone to carry out their social needs. Recent years have seen 7-eleven utilize humor and lightheartedness as its brand, with Adweek noticing that the company launched a line of pajamas to promote all-day breakfast in Sweden.

This amusing social media swap is the latest bit of notoriety for 311, which unexpectedly turned up in the series finale of WandaVision on Disney+, when a few chords from “Amber” (there’s that song again) were strummed by actor Evan Peters.

The Los-Angeles-by-way-of-Omaha ensemble has cultivated a dedicated fan base over the years, a testament to the group’s heavy touring throughout most years (when there isn’t a pandemic getting in the way). In normal circumstances, 311 hosts an epic, hours-long concert event every other year to celebrate the occasion, and it’s basically a holiday that sees fans come together from all over the world. The most recent was last March, when 311 staged a three-day concert event in Las Vegas that wound up being one of the last mass gatherings the city saw ahead of the COVID-19 pandemic.


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