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    7-Eleven Plans Sequel for Iron Man 2

    Promotions feature collectible cups and merchandise, along with an online sweepstakes.

    DALLAS -- The summer movie season has begun, and with it comes convenience store chain 7-Eleven's movie tie-ins. First up for the summer of 2010 is its promotion with Marvel Studios' "Iron Man 2," which will feature a new Slurpee flavor, collectible merchandise and an online sweepstakes.

    Robert Downey Jr. plays Tony Stark in "Iron Man 2," which will be released in movie theaters May 7. 7-Eleven also ran a movie-tie in promotion for the first "Iron Man" movie in 2008, which saw Slurpee sales boosted by double digits, the convenience store chain stated.

    The Slurpee promotion -- coined "Collect Like a Super Hero; Live Like a Billionaire" -- includes a new Invincible Orange Slurpee flavor, a record-number of collectible Slurpee and Big Gulp cups, and an online sweepstakes offering customers a chance to win a luxury trip to Los Angeles, the retailer stated.

    "'Iron Man 2' is a great vehicle to promote our Slurpee drinks since we know 7-Eleven customers love Marvel Super Heroes and we think this sequel promises to be even bigger than the original," 7-Eleven Marketing Manager Evan Brody said in a statement. "Tony Stark is a good guy, but he's a quirky character, and his crime-fighting methods are a little unorthodox. I think Slurpee-drinkers can relate to a character that doesn't always play by the rules."

    Robert Sabouni, senior vice president of business development and promotions for Marvel Studios, stated: "7-Eleven is a great partner for 'Iron Man 2' and we are impressed by their unique approach to provide fans of the film franchise collectible items that will celebrate the sequel's release. We look forward to this partnership replicating the success 7-Eleven achieved when we released 'Iron Man' two years ago."

    For the movie, 7-Eleven will offer 10 collectible cups -- four lenticular Slurpee cups, four premium Super Big Gulp cups and two premium molded character mugs -- along with flying character straws.

    The lenticular Slurpee cups feature film shots of the cast including Iron Man and his partner War Machine (Don Cheadle); Black Widow (Scarlett Johansson); Whiplash (Mickey Rourke). The Super Big Gulp cups will also feature static images of the characters. The 13-inch collectible mugs replicate the movie's protagonist and his partner.

    The new Slurpee flavor, Invincible Orange, was developed by the Dr Pepper Snapple Group, and blends Sunkist Orange with vanilla cream, to create an orange cream or orange float flavor, according to the company.

    In addition, customers can enter the "Collect Like a Super Hero-Live Like a Billionaire" online sweepstakes by entering codes printed on Slurpee cups at www.slurpee.com. The codes translate to points that can be redeemed for prizes as well as contest entries. Five Slurpee Nation rewards points are required for one entry, and the contest can be entered up to five times per day. No purchase is necessary to win.

    The sweepstakes runs from April 1-May 31, 2010. The winner will be selected in a random drawing, and will receive a luxury Tony Stark-style trip for four to Los Angeles. The trip includes first-class air fare, two premier suites and adjoining deluxe room at a luxury hotel for three nights, $5,000 cash for a Rodeo Drive shopping spree, lunch and dinner at The Ivy and Spago, limousine service, personal assistant and private tours of Hollywood and Beverly Hills. Retail value of the trip is approximately $30,000.

    Moreover, participating 7-Eleven stores will carry DVDs of the original 'Iron Man' movie as well as animated 'Iron Man' shorts created by Marvel Entertainment.

    Assisting 7-Eleven in the development of the movie tie-in is FreshWorks, 7-Eleven's advertising and marketing agency, a consortium of Omnicom companies.

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