7-Eleven and Activision have partnered with Coca-Cola and Microsoft in a marketing blitz to promote the new Full Throttle Frozen Blast Slurpee drink and to generate interest for Activision’s new game Guitar Hero: Aerosmith which will hit retailers in June. The integrated program includes online and radio contests grassroots events and traveling street teams all designed to reach music loving videogaming techno-savvy 18-34-year-old guys.
“Our consumers are spending so much time these days playing video games and they are already in our stores drinking Slurpees so it made a great fit to tie in with one of the most relevant brands as far as video games ” Daniel May 7-Eleven marketing manager told Buzz. “We didn’t do a lot of traditional media around this program. While that still works a lot of our customers are into new ideas and are into different things especially in the gaming sector.”
The hype includes vans wrapped in Slurpee and Full Throttle Frozen Blast Slurpee logos with six-foot-by-12-foot video screens. Inside visitors can play Guitar Hero and enter contests. The vans will spend 10 days at 7-Eleven stores in 10 markets including Baltimore Chicago Los Angeles New York City San Francisco Seattle Tampa and Washington DC.
A guerrilla effort will place giant tear-off pads of posters featuring art from Guitar Hero and Full Throttle Frozen Blast at 484 outdoor locations near schools transit stations theaters skate parks and beaches in metropolitan areas. In addition more than 10 000 custom guitar picks printed with Full Throttle Frozen Blast on one side and slurpee.com on the other will be distributed at special events.
Slurpee’s updated website which serves as a hub for all this activity features contests in which visitors can enter to win videogames or Microsoft points to purchase content from Xbox LIVE. One copy of the new Guitar Hero: Aerosmith game will be awarded every hour throughout the month of May for a total of 744 games. 7-Eleven also will award 711 Microsoft points to contestants. Visitors can also upload pictures play games and participate in efforts to name and develop new Slurpee flavors. Agency: FreshWorks Dallas.