7-Eleven, Inc. has launched a month-long marketing blitz tying one of its Slurpee drinks to Activision’s “Guitar Hero: Aerosmith” video game.
The campaign includes an online contest at www.Slurpee.com where visitors can enter codes from 22-ounce Full Throttle Frozen Blast Slurpee drinks branded with “Guitar Hero” imagery. Players have the chance to win one of 10 grand prizes: an Xbox 360 console and copy of the video game. Lesser prizes include a copy of the game and Microsoft Points to buy content from the Xbox Live Marketplace. One copy of the game will be awarded every hour through May (744 in all).
Trivia games and details on upcoming special events also appear on the site. 7-Eleven is partnering with Coca-Cola, Activision, Inc. and Microsoft Corp. for the promotion.
Vans carrying 6-foot by 12-foot video screens will visit select 7-Eleven stores where people can play a version of “Guitar Hero” live. Participating locations include Seattle, Long Island, NY, Tampa, FL, San Diego, CA, Chicago, San Francisco, CA, Washington DC, Baltimore and Los Angeles. Brand ambassadors will distribute more than 10,000 custom guitar picks printed with Full Throttle Frozen Blast and the slurpee.com URL at special events.
Full-color ads with Slurpee coupons will run in 21 college and university newspapers in 7-Eleven major markets, including Boston, New York, Philadelphia, Detroit, Chicago, Seattle and Los Angeles, among other locations.
Omnicom Group’s Freshworks handles the campaign and newspaper ads, TracyLocke managed the promotion, media buy and artwork, TPN is in charge of P-O-P and Alt Terrain is responsible for wildpostings. 7-Eleven is promoting the effort online on the Slurpee Web site and ePrize handles the sweepstakes.
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