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DALLAS -- In conjunction with a cross-marketing campaign coinciding with the launch of the "The Simpsons" movie last year, 7-Eleven Inc. turned a dozen stores into fictional Kwik-E-Marts. This year, Marvel Comics Super Hero fans can grab hold of an "Iron Man" Slurpee as they eagerly await the May 2, release of the feature film.
The month-long "Iron Man" Slurpee campaign marks 7-Eleven's first major promotion of the year and features a new flavor -- AMP Energy Freeze, a frozen version of Pepsi's AMP Energy, created exclusively for 7-Eleven.
"Just as action movies keep creating new special effects and computer-generated graphics, our Slurpee cups, mugs and straws have to continually reach their own new heights of creativity," Jay Wilkins, 7-Eleven brand manager for Slurpee and Big Gulp beverages said in a released statement. "These are definitely some of the coolest cups we've created. We learned last summer how popular collectible figures on our straws could be and made them part of this year's 'Iron Man' mania."
The campaign features four multi-image, three-dimensional Slurpee cups including film shots of lead actor Robert Downey Jr.'s who portrays Tony Stark, clad in Iron Man Super Hero suits, as well as his nemesis, Iron Monger. The film, directed by Jon Favreau, also stars Oscar winner Gwyneth Paltrow and Oscar nominees Terrence Howard and Jeff Bridges.
To enhance the action effect, the cups feature multiple frames from the movie. The Iron Monger cup, for example, includes 24 actual frames from the movie to creating an action-packed graphic -- a new concept.
"We were blown away by the image quality of what 7-Eleven reproduced by taking 24 frames of action from our film and recreating it on the side of a cup. Iron Man fans will be thrilled to see these," Kevin Feige, Marvel Studios President of Production and "Iron Man" producer said in a released statement.
Aside from a true-to-the-movie 6' 4," two-dimensional Iron Man character, additional signage programs and radio advertising will support the campaign in select markets. Additionally, select markets will hold contests and award prize packs that include "Iron Man" movie posters, T-shirts, cups, mugs, straws and merchandise coupons.
"This partnership delivers a bulls-eye target for Iron Man with the millions of 7-Eleven customers," LeeAnne Stables, senior vice president of worldwide marketing partnerships at Paramount Pictures said in a released statement. "This campaign is one-of-a-kind and brings the fun and excitement of the film right into 7-Eleven stores."