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By Yana Polikarpov, Brandweek.com
Dallas -- Just in time for the release of the movie, Terminator Salvation, premiering May 21, 7-Eleven Stores will carry a new Slurpee flavor, "Apocalyptic Ice," along with four collectible 3-D cups and two paper Slurpee cups, four Slurpee spoon-straws, and a Big Gulp cup—all featuring futuristic machines from the movie.
The retail offerings are supported by an online sweepstakes for Slurpee Nation rewards program participants at www.slurpee.com. Slurpee cups feature codes that can be entered online to be redeemed for prizes, along with entry into a sweepstakes and instant-win games. Prizes include limited-edition Terminator branded Xbox 360 consoles, copies of the Terminator Salvation videogame, Xbox Live subscriptions and wireless headsets.
The promotion follows closely on the heels of a current promotional tie-in to X-Men Origins: Wolverine, which premieres May 1.
"Summertime is Slurpee season and the ‘premiere’ time for action movies, and 7-Eleven customers love both," said Jay Wilkins, 7-Eleven brand manager for Slurpee and Big Gulp beverages, in a statement. "Add a sweepstakes with more than 100 prizes, a new videogame, and cool cups and straws to the mix, and this summer is shaping up to be the perfect storm of fun for 7-Eleven customers."
The collectible Slurpee cups will feature Terminator Salvation machines in 3-D, simulated-action sequences. Collectible characters on Slurpee straws match those on the cups and are removable. Slurpee drinks in the 22-oz. collectible cups will retail for $1.99, while the suggested retail price for the Terminator Salvation character spoon-straw is $1.69.
A 7-Eleven store also plays a role in the film, featured as a safe haven for humans in a post-apocalyptic world in the year 2018.
Movie partnerships at 7-Eleven are nothing new. In-store movie branding began with ,X-Men: The Last Stand, and continued to include The Incredible Hulk, Iron Man, Spider-Man 3, and a total store transformation to ‘Kwik-E-Mart’ for The Simpsons Movie.
X-Men Land at 7-Eleven -- April 1, 2009