7-Eleven uses radio for “Summer of Slurpee”


It’s all about immediacy: As part of 7-Eleven’s “Summer of Slurpee,” the iconic frozen carbonated beverage plays a role in 7-Eleven, Inc.’s promotion this month of The Incredible Hulk movie.  Elements of the campaign include the Radiation Rush Slurpee flavor, The Incredible Hulk comic book made just for 7-Eleven stores, cookies and donuts featuring the Incredible Hulk image and a Hulk It Up meal deal featuring a half-pound turkey and cheese submarine sandwich – the Hulk Hero — paired with a 32-ounce Incredible Gulp fountain drink, value priced at $3.99.  In a promotion with GameStop, 7-Eleven offers a coupon for a $5 discount off Sega’s new The Incredible Hulk videogame with purchase of a Radiation Rush Slurpee beverage, also due out this month. 

7-Eleven spokesperson Margaret Chabris tells RBR there will be spot radio in the following markets:  Baltimore, Washington, D.C.; Detroit, Long Island (NY), Salt lake City, San Diego, Seattle-Tacoma and Tampa-St. Pete.  “No TV advertising.  Research shows us that radio is a more efficient medium to reach our customers.”