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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.

A&E is promoting its upcoming miniseries “The Andromeda Strain ” based on Michael Crichton’s 1969 bestseller about extraterrestrial germs run amok by enticing consumers into a custom-made “decontamination” chamber. The space-age chamber features a  two-and-a-half minute trailer of the six-hour film which will air on the network in two parts over Memorial Day weekend.

WITH VIRAL MARKETING top of mind cool green-screen programs can create the buzz brands are looking for online. One way a brand can get consumers excited about engaging with its green-screen activation is by creating video opportunities worthy of a YouTube click. EM takes a look at video green screens and how they’re upping interactivity between brand and consumer.

To drive trial and sales of its new Bagel-fuls product line—bagel sticks filled with Philadelphia cream cheese—Kraft is taking the tasting campaign on the road. The nationwide sampling tour kicked off April 9 at a Times Square bagel shop that was re-branded Bagel-fuls Café where Joy Behar comedian and co-host of ABC’s “The View ” joined brand reps to distribute warm Bagel-fuls to morning commuters. Street teams hit Times Square and other busy New York City hubs to offer free samples as well.

Wells Fargo Home Mortgage a division of Wells Fargo Bank last month reached thousands of real estate professionals in 29 markets via a live simulcast held in 50 multiplex movie theaters. The simulcast launched the company’s 2008 outreach to consumers and focused on first-time home buyers low- to moderate-income and multicultural consumers with key messages about the housing market and challenges consumers are experiencing.