The 7-Eleven franchise has launched a new advertising campaign to promote the reintroduction of the Slurpee Kick with taurine drink.

Throughout September and October, a character created by 7-Eleven, Raul the Mule, will be attempting to complete 1,334 hours of continuous online activity via twitter, facebook, flickr, bebo, myspace and other social networking sites.

He [Raul] is an engaging and interactive way to create a relationship with our target customer … They can follow Raul ranting online because he’s obviously had so much Slurpee Kick that he’s on a bit of a rant, said Rebecca Mountstephen, Slurpee brand manager.

The whole idea of the campaign is to engage with our customers in an environment where they are very comfortable and in a way where we can interact with them, she said.

According to Mountstephen, 7-Eleven has experienced double digit growth in slurpee sales since the beginning of the campaign.

Slurpee Kick, which also contains sugar and ginseng, will be available in Citrus Kick and Berry Kick flavours.

7-Eleven franchises are giving customers the chance to win a trip to Lima, Peru when they purchase a large Slurpee Kick. They can also win inflatable Rauls, ringtones, Doritos and medium slurpees.