Retailtainment: 7-Eleven Transforms Stores To Leverage Simpsons Movie Tie - Event Marketer

Retailtainment: 7-Eleven Transforms Stores To Leverage Simpsons Movie Tie

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In a move the company is calling reverse product placement 7-Eleven has given extreme makeovers to 12 of its stores in the U.S. and Canada to make them resemble the fictional Kwik-E-Marts made popular by “The Simpsons” animated TV series. The one-month co-promotion with Twentieth Century Fox leads up to the July 27 “The Simpsons Movie” release and features limited-run products on store shelves including Squishees Buzz Cola KrustyO’s cereal and Homer’s favorite—the pink sprinkliciousdoughnut. Squishee’s come in collectible Slurpee cups with magnetic straws. There are also limited edition Radioactive Man comic books (Bart’s favorite read) for sale.
“The Simpsons”-branded products are giving 7-Eleven the chance to change the perception that the store only carries beverages and snacks. “We merchandised “The Simpsons” with our proprietary products the sprinklicious donut is our fresh bakery product for example and we’ve been selling thousands of them ” Rita Bargerhuff senior director of national marketing and promotions for 7-Eleven told Buzz. “The program enhances the experience for our customer but also brings them closer to our products that are available every day.”
During the promotion 7-Eleven’s sandwiches Squishees (Slurpees) and grill items come with game pieces that drive consumers to for a chance to win one of 711 hourly prizes plus to enter to win the grand prize: having your likeness animated in an episode of the show.
Despite the fictional Kwik-E-Mart’s seedy convenience store reputation 7-Eleven embraced the store tie-ins as a fun way to combat the stereotype. “Basically we don’t take ourselves too seriously ” Bargerhoff said. “We thought this really has the possibility of transforming the 7-Eleven brand in customers’ minds.”
Apu Nahasapeemapetilon probably won’t be behind the counter but consumers can still get the full-on Kwik-E-Mart experience in 12 markets including Chicago Dallas Los Angeles New York City San Francisco and Seattle through July 31. Agency: FreshWorks New York City.


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