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    7-Eleven Launches "Transformers" Marketing Campaign

    The convenience store chain partnered with Mars Snackfood US, and will offer a number of movie-related products, including those exclusive to 7-Eleven.

    DALLAS --This month, 7-Eleven celebrates the next installment of the "Transformers" movie franchise by rolling out the new BUMBLEBEE Blast Slurpee flavor, collectible 3-D cups and a refillable mug, character-straws and an online sweepstakes, the company reported.

    The film "Transformers: Revenge of the Fallen" from DreamWorks Pictures and Paramount Pictures, in association with Hasbro Inc., debuts in theaters June 24.

    "The first 'Transformers' movie broke attendance records when it opened in 2007, and ‘Transformers: Revenge of the Fallen’ has fans eagerly anticipating this movie’s opening," Jay Wilkins, 7-Eleven brand manager for cold beverages, said in a statement. "We know Slurpee enthusiasts are going to have fun with the 'Transformers' brand this summer at 7-Eleven stores. The movie is, at its heart, a story about a kid and his car. What better vehicle for Slurpee than that!"

    In honor of one of the movie’s main robot hero characters, 7-Eleven’s iconic Slurpee beverage will be available in an appropriately colored orange-yellow, mango-passion fruit flavor called BUMBLEBEE Blast. The new, fruity flavor was named after the popular BUMBLEBEE AUTOBOT character, the mechanical sidekick and protector of Sam Witwicky (played by Shia LaBeouf). The flavor was among the top vote-getters in nationwide taste tests 7-Eleven held last summer.

    Other items included in the promotion are:
    -- Lenticular Slurpee cups feature four of the "Transformers" characters from the film—two AUTOBOTS, BUMBLEBEE and OPTIMUS PRIME, along with two of the DECEPTICONS, MEGATRON and RAVAGE.

    -- Straws with removable "Transformers" characters—BUMBLEBEE, OPTIMUS PRIME, MEGATRON and THE FALLEN—"climbing" up the side are merchandised alongside the Slurpee machine with a suggested retail price of $1.99.

    -- A blue, refillable, 28-ounce Slurpee mug, shaped like the head of OPTIMUS PRIME, and a 12-ounce plastic cup with exciting movie background art and removable "Transformers" decals, which can adhere to the cup to recreate multiple film scenes.

    -- Two paper Slurpee cups will feature movie graphics along with Slurpee Nation reward codes, which can be used to enter an online instant-win sweepstakes at www.slurpee.com.

    -- Character bobbleheads, key chains, flashlight keychain and—currently exclusive to 7-Eleven—the first "Transformers" movie DVD with a molded-plastic case that, when unfolded, becomes DECEPTICON MEGATRON. Retailing for $22.99, the DVD, special video features and case, will be available at participating stores while supplies last.

    Additionally, for the month of June, UPC codes on limited-edition "Transformers: Revenge of the Fallen" Mars Snackfood US M&M’S Brand Chocolate Candies and SNICKERS Nougabot Bars packaging can be redeemed for rewards points. Each "Transformers"-themed paper cup and Mars Snackfood US UPC code earns two rewards points, enough for one entry into the sweepstakes.

    Hundreds of prizes will be awarded in the month-long sweepstakes, including LG surround systems, LG Blu-ray Disc Players, Xbox 360 Entertainment Systems, DVDs, movie tickets, copies of the "Transformers: Revenge of the Fallen" video game for the Xbox 360 video game and entertainment system from Microsoft, and 7-Eleven and Xbox LIVE Gold subscriptions, according to the company.

    7-Eleven partnered with Mars Snackfood US on the marketing campaign supporting the month-long promotion with an online sweepstakes, local radio promotions in select markets and prize-pack and movie ticket giveaways. Working with 7-Eleven in developing the partnerships and promotions for the "Transformers: Revenge of the Fallen" program is FreshWorks, a consortium of Omnicom companies serving as 7-Eleven Inc.’s advertising and marketing agency.

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