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DALLAS -- In a move to capture the niche-music-loving, videogame-playing, techno-savvy, 18- to-34-year-old male demographic, 7-Eleven has partnered with Coca-Cola, Activision Inc. and Microsoft Corp. to promote its new Full Throttle Frozen Blast Slurpee drink, the company stated.
"The sweet spot of the core Slurpee customer is between 18 and 24 years old," Jay Wilkins, brand manager for Slurpee and Big Gulp beverages, said in a released statement. "Our goal is to keep Slurpee as cool today as it was to teens and young adults in the 1960s when it was first introduced."
The promotion includes online and radio contests and grassroots events. Traveling street teams will canvas regional markets touting 7-Eleven's promotion of Activision's highly anticipated Guitar Hero: Aerosmith. Since it hit the market in 2005, the popular Guitar Hero videogame franchise has sold more than 14 million games worldwide.
Wilkin explained that customers can visit www.slurpee.com to earn a chance at prizes by entering codes found on specially marked 22-ounce Guitar Hero-branded Slurpee cups. Prizes include a copy of the new Guitar Hero: Aerosmith videogame, Xbox 360 videogame and entertainment system from Microsoft, or Microsoft Points to purchase content from the Xbox LIVE Marketplace.
In total, 774 copies of Guitar Hero will be awarded, one every hour throughout the end of May. In addition, 10 lucky winners each will receive a prize package including an Xbox 360 console along with a copy of Guitar Hero: Aerosmith. Tipping its hat to its retail partner, Microsoft will award 711,000 points during the campaign.
This initiative, explained Wilkins, is part of 7-Eleven's attempt at reaching the all-important aforementioned demographic. He said that additional campaigns will rollout during the summer months including posters featuring art from Guitar Hero and Full Throttle Frozen Blast Slurpee, which will be featured at 484 outdoor locations near schools, transit stations, theaters, skate parks and beaches in eight major metropolitan markets.
In addition, Mobile Screens -- Media vans complete with a 6- by 12-foot video screens -- will be featured at select 7-Eleven stores, where visitors can play a version of Guitar Hero live. "Every month this summer -- every week even -- something new will be buzzing around Slurpee," Wilkins said in a released statement. "Stay tuned. Slurpee is ready to rock!"