7-Eleven and Salvation Army say farewell to winter with a Slurpee

7-Eleven is welcoming summer with a “So Long, Winter!” campaign in which good Samaritans receive a free Slurpee.

The convenience store chain has partnered with the Salvation Army Thrift Store for a promotion on Wednesday (May 14), where people can donate their used winter clothing and get a free Slurpee in return.

The clothing drive is being promoted on Facebook and Twitter, through social media and in an e-blast to customers.

7-Eleven also developed an Instagram challenge around the day, whereby people take a selfie wearing all the clothing they’re donating with the hashtag #solongwinter.

The winner gets a year or free Slurpees. A radio campaign and community cruisers will also raise awareness of the event.

According to the Salvation Army, 11 stores in Western Canada and Ontario are involved in the campaign, with the clothing drive taking place between 11 a.m. and 7 p.m.

The hope is that this will boost Slurpees’ visibility, as well as helping 7-Eleven give back to the community.

This story originally appeared in Marketing magazine