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PURCHASE, N.Y. and DALLAS -- 7-Eleven Inc. and Brisk Iced Tea are inviting fans to taste "The Force," as they unveil a limited-time, one-liter bottle printed with the first-ever Kinect scannable Microsoft tag (M-Tag) that unlocks content in an Xbox game.
The special M-Tag on the label allows gamers to unlock an exclusive Anakin Podracer experience in the new Kinect Star Wars game, available now. In order to activate the M-Tag and race with Anakin's Podracer, fans can simply hold the new bottle up to the Kinect sensor after loading the Kinect Star Wars game and follow the instructions on the menu.
The new bottle, which features a gold cap and artist graphics of iconic "Star Wars" characters R2-D2 and C-3PO, is available only at participating 7-Eleven stores for an exclusive launch period in April. In May and June, it will be available wherever one-liter Brisk is sold.
"To expand upon our successful partnership with 'Star Wars,' Brisk will offer artist-designed packaging that features innovative on-pack technology to deliver exclusive content to a passionate fanbase," said Eric Fuller, brand director for Brisk Iced Tea. "We're excited to creatively extend our 'Star Wars' campaign to promote the release of Kinect Star Wars and to be able to provide an exclusive immersive gaming experience for Brisk consumers and 'Star Wars' fans."
Kinect Star Wars brings "Star Wars" to life like never before. Players can use their body as the controller, using the power of Kinect for Xbox 360 to physically hone their Jedi skills, wield the power of the Force in their hands, pilot iconic ships and vehicles, rampage as a vicious rancor monster, or even dance with iconic "Star Wars" characters, according to a news release.
"It's clear that our fans have embraced Brisk's authentic yet unique take on 'Star Wars,'" said Kayleen Walters, senior director of marketing, Lucasfilm. "We look forward to another successful collaboration with Brisk featuring fan-favorite characters."
This one-liter program follows Brisk's highly successful partnership with the 3-D theatrical release of "Star Wars: Episode I The Phantom Menace," which kicked off in January. It brought lightsaber battles to smartphones via the Brisksaber mobile application, introduced fans to creative Darth Maul packaging and launched a TV spot showcasing the never-before-seen epic battle between Darth Maul and Yoda.
Brisk Iced Tea is a product of the Pepsi Lipton Tea Partnership, a joint venture between PepsiCo and Unilever.