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    Circle K Builds Batman Meal, Tests Mobile Marketing

    New campaign uses texting technology.

    PHOENIX -- Building on the popularity of the summer blockbuster "The Dark Knight," Circle K added a new combo meal to its offerings called Holy Combo Meal Batman! in its West Coast stores.

    At a cost of $2.99, the meal features an Oscar Mayer hot dog, a 44-ounce ThirstBuster fountain drink and a standard-size Hershey Reese’s or KitKat bar, according to the In-Store Marketing Institute. The Hershey Co., an official promotional partner of the film, created limited-edition packaging and also hosted an instant-win game this summer, an initiative that led into the current campaign.

    In other Circle K news, the retailer joined 50 merchants in the Phoenix area in a pilot mobile-marketing program conducted by Visa and JPMorgan Chase & Co, reported the In-Store Marketing Institute. The program, targeted at ages 18 to 34, provides Circle K with the ability to deliver offers and other messages by SMS text. Chase credit and debit cardholders can enroll at online at Chase’s Web site, where they select preferred retailers and offer preferences such as discounts.

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