7-Eleven, Inc. is sponsoring six music festivals to drive Slurpee sales and promote its new 7Rewards loyalty program.

The convenience store chain is sponsoring the festivals in support of the Slurpee All Access Chill promotion.

The sweepstakes offers VIP tickets and other music-centric prizes to consumers who purchase a Slurpee and scan the 7-Eleven smart phone app. Each purchase also counts as a “punch” on the 7Rewards customer loyalty program that offers customers a free beverage for every six cups purchased.

7-Eleven launched the 7Rewards program earlier this year.

Sponsored events include Wango Tango in Carlson, Calif.; Rock in Rio USA in Las Vegas; Sasquatch! in Quincy, Wash.; Governors Ball in New York City; Firefly in Dover, Delaware and Electric Forest in Rothbury, Mich. 

The events all take place in May and June.

“We are getting into the full swing of Slurpee season as we head into summer,” said Laura Gordon, 7-Eleven vice president of marketing and brand innovation, in a statement. “Summer is all about having fun, hanging out with friends and making memories. And, music is a big part of that.”

Music festivals continue to grow in popularity among millennials. One in five millennials attended festivals in the past 12 months, and attendance jumped 28 percent between 2013 and 2014, according to the retailer.  

“We believe music is a way to connect with this age group on an emotional level. To be relevant, we have to be part of our customers’ lives to give them more reasons to love our Slurpee brand and create experiences they can share with friends.”

7-Eleven is activating each festival with an on-site Slurpee truck. The retailer will sample Mtd Dew Solar Flare, a flavor making its Slurpee debut this year.

Other prizes include a meet-and-greet with 19-year-old singer/songwriter and social media sensation Austin Mahone (13 million Facebook likes, eight million Twitter followers, 5.5 million Instagram fans), the opportunity to attend a recording session in Los Angeles; a festival makeover with a top stylist; and the chance to experience an album photo shoot with a world-renowned rock ‘n’ roll photographer.

The sweepstakes also dangles Fender guitars, Sonos sound systems, Beats by Dre headphones and a host of other prizes.

Outside of music, Slurpee concentrates sponsorship activity on Six Flags theme parks. The three-year-old partnership affords advertising on the Six Flags digital network and on-site sales rights.

7-Eleven activates the tie with three promotions throughout the summer. The promotions range from the opportunity to stay in the park after regular business hours in exchange for a product receipt to a $7.11 admission after 7:11 p.m. on specific nights.

The retailer sells Slurpee products made with Coca-Cola flavors at the parks. The Coca-Cola Co. is the official non-alcoholic beverage of Six Flags theme parks.