The Simpsons Movie - Inventive Marketing
7-Eleven has gone all Simpsons for a month long in-store and online promotion tied to "The Simpsons Movie," which opens in theaters on July 27.
The campaign launched on July 1 as 7-Eleven turned 12 of its' stores around the US and Canada into Kwik-E-Marts, the convenience store chain of the cartoon family's fictional Springfield, USA hometown.
The remodeling has taken place in Chicago; Dallas; Denver; Burbank, Calif.; Los Angeles; Las Vegas; New York; Lake Buena Vista, Fla.; Seattle; Mountain View, Calif.; Bladensburg, Md.; and Coquitlam, B.C., Canada.
Any of these twelve stores in your area?
To assist in creating a complete Simpsons environment, over 1,000 customized in-store displays have been created to bring the cartoon world to life-- from exterior walls and signs to store fixtures and employee uniforms and name tags. Even donation canisters and ATMs will be made over with Krusty's Kids and First Bank of Springfield logos.
Along with this, nine life size characters from the show will be placed in and out of each store, including Homer, Marge, Lisa, Maggie, store owner Apu, Chief Wiggum and Comic Book Guy. In addition, senior citizen Jasper will be hiding in the bagged ice freezer, and Bart and Milhouse will hang out on each stores' roof.
On top of the 12 stores remodeled, all of 6,000 7-Eleven stores are selling beverages and snacks that take their names from "The Simpsons."
7-Eleven's classic Slurpee becomes Squishee, sold in collectible cups; souvenir straws are decorated with magnets of Simpsons characters. Fans can also find Buzz Cola, KrustyO's Cereal, "Radioactive Man" comic book and Homer's favorite, the pink donut.
Now for the details of the contest...
The focus of the promotional campaign is an instant win game that will award one grand-prize trip to Los Angeles, California where the winner will actually become an animated character and appear on an episode of "The Simpsons" TV show.
For the "Get Animated" instant-win game, 102 million game codes on Slurpees, Cool Sandwiches and grill items send consumers to 7-11Simpsons.com to redeem the codes, up to five per day.
Smaller prizes range from DVD sets of "The Simpsons" 10 seasons to Kwik-E-Mart uniform smocks and posters from "The Simpsons Movie."
So, what do you think? How do you think people respond if they don't like the Simpsons?
Source: Advertising Age