7-Eleven typically celebrates July 11 by providing an endless supply of free Slurpees to anyone with an empty container. However, this year the company is going above and beyond by investing in one of its future customers.

J’Aime Brown was born in St. Louis on July 11 at 7:11pm, weighing seven pounds and 11 ounces. It’s a number J’Aime’s mother, Rachel Langford, recalled seeing throughout her pregnancy.

“I thought it was weird at first, and I didn’t know that the numbers meant so much,” Langford said in an interview with CNN. “A lot of the times during the pregnancy I would look at the clock and it was 7:11.”

The news of J’Aime’s birth made national headlines, eventually making its way to 7-Eleven’s corporate office. To celebrate the newborn’s birth the company has pledged $7,111 towards her college fund.

“It’s hard for anybody to even get a trust fund for their children,” Langford said. “To get a blessing like that, it just helps a lot.”

In addition to the money, the convenience store chain also sent other gifts to the family, including diapers and branded onesies.

Once again, social media done right!