7-Eleven, Blip.tv join for branded series “7-Eleven Road Trip Rally”


Next-generation television network blip.tv and 7-Eleven announced the launch of 7-Eleven Road Trip Rally, a web-based reality series produced by blip.tv that will follow two teams as they drive across the country, purchasing all of their daily needs including food and gasoline exclusively at 7-Eleven stores and culminating at the Indianapolis Motor Speedway on 5/28.

New episodes of their adventures and challenges will air daily on 711RoadTrip.com, while 7-Eleven and partners, including Dr. Pepper, Planter’s, Nabisco, Oscar Mayer and Nestlé Pure Life, will promote the show through their own websites.

Customers and racing fans can follow each team’s progress, daily challenge competitions, and the comedic drama of a cross-country road trip not only on 711roadtrip.com, but also through 7-Eleven’s presence on Facebook and Twitter. Viewers will also be able to keep track of each team as all tweets will be geo-tagged and shared on an interactive map at 711RoadTrip.com.

Blip.tv will distribute the show to partner sites and platforms including iTunes, Yahoo! and AOL Video, TiVo, Sony Bravia, Verizon FiOS and the Roku Digital Video Player. The show’s final challenge will take place at Indy, where drivers Tony Kanaan and Danica Patrick from Andretti Autosport will announce the winners.

San Francisco’s Happy Little Guillotine (HLG) Films is working with blip.tv and 7-Eleven to produce, film and edit all of the episodes. More than 44,000 independent show creators (from scripted sitcoms and dramas to news magazines and how-to shows) visit the blip.tv show creator dashboard every day to review their statistics, engage with their communities of viewers, tweak settings and release new episodes. 85% of those video views are paired with targeted, direct-sold advertising from brands like PepsiCo, Chevrolet, Samsung, AT&T, Samsung and Scion.