Slurpee, Guitar Hero use radio in promotion


To promote its new Full Throttle Frozen Blast Slurpee drink this month, 7-Eleven has partnered with Coca-Cola, Activision, and Microsoft in a marketing and PR blitz designed to reach 18-34 year-old males.

Online and radio contests, grassroots events and traveling street teams will hype 7-Eleven’s promotion of Activision’s Guitar Hero: Aerosmith.

In an online contest at, visitors can enter codes found on 22-ounce Guitar Hero-branded Slurpee cups for a chance to win a copy of the new Guitar Hero: Aerosmith videogame, Xbox 360 videogame and entertainment system. One copy of the new Guitar Hero: Aerosmith game will be awarded every hour throughout May, for a total of 744 games. In addition, 10 lucky winners each will receive a prize package that includes an Xbox 360 console along with a copy of Guitar Hero: Aerosmith. 7-Eleven has planned some non-traditional approaches to this month’s promotion:

Getting Ripped – Giant tear-off pads of posters featuring art from Guitar Hero and Full Throttle Frozen Blast Slurpee will be posted at 484 outdoor locations near schools, transit stations, theaters, skate parks, beaches, etc., in eight major metros.

Mobile Screens – Media vans, each with a 6×12-foot video screen, will visit select 7-Eleven stores where visitors can play a version of Guitar Hero live.

Pickin’ Slurpee – More than 10,000 custom guitar picks printed with Full Throttle Frozen Blast on one side and the website address on the other will be distributed at special events.

Hot off the Press – College students still read newspapers – their own. Full-color ads including Slurpee coupons will run in 21 college and university newspapers in 7-Eleven major markets.

Slurpee Nation – A revamped Slurpee website is the hub of all the activities, including featured contests, Slurpee trivia games and info on upcoming events.