MarComedy: Don’t make me laugh

For what tickles my fancy in media, communications and life in general.

Chutney Squishees, anyone?

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Now this is how you do a promotion.This image is from a 7-11 convenience store that has been converted into a Kwik-E-Mart as part of the pre-release promotion for the upcoming Simpsons movie.

7-11 has fitted out there stores to mirror or at least mimic the Kwik-E-Mart found in The Simpson’s tv series. Out front Signage (see left). In-store Squishee machines (instead of their usual Slurpees). Plastic standees of Simpsons characters. Simpsons-created products (Buzz Cola, Krusty-O’s). Etc. Etc. 7-11 has revamped their website to reflect the promotion as well. You can find a run down of the intergration points here.

I think this works well for a number of reasons:

For the Movie:

  • Creates an innovative, high profile, promotion that matches the box office expectations for the movie (this seems to be very important in major studio marketing)
  • The promotion ties in perfectly with the brand (entertaining, irreverant)
  • It forms a connection between the fictional world of the film/tv show and the real world
  • It generates huge amounts of attention (both media and consumer).

For 7-11:

  • Makes them seem innovative and a good corporate partner.
  • Generates media attention
  • Drive traffic and provides a measurable sales uplift.

Win. Win.

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Written by Jonathan Dunn

July 4, 2007 at 2:18 pm

Posted in Marketing, News Bytes

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