7-Eleven and AOL Launch New Interactive Slurpee Web Site
By 7-eleven, 18 Jul 2006
7-Eleven, Inc., in an innovative marketing partnership with AOL, will launch a new interactive version of Slurpee.com, the web site for 7-Eleven's popular Slurpee carbonated frozen beverage. Introduced on July 1 to coincide with the new "Now That's Cold" Slurpee advertising campaign, the site is full of games, gear, prizes, polls and buy one-get one Slurpee coupons. New Slurpee flavors like Purple S'creme, a purple cream soda-flavored drink featured in July and August, will be spotlighted throughout the year.
Codes found on specially marked Slurpee cups allow access to the special features of the website, and can be used to enter contests to win prizes and earn points redeemable for additional merchandise. In addition to points earned by purchasing Slurpee drinks, consumers can earn points by sampling selected AOL and AIM programming features and by contributing their own content to the site.
Instant-win prizes available on Slurpee.com will include portable DVD players, mp3 players, shopping sprees, mobile games and ring tones, exclusive Slurpee T-shirts and free subscriptions to "AOL Music Now."
Directing visitors through the site will be a tall, thin and cool virtual host who looks a lot like a Slurpee spoon-straw. Named "Slim," this straw man with attitude will appear on the site and on AIM as an animated Superbuddy icon and an AIM Expression. AIM components sponsored by 7-Eleven include a custom version of AIM Fight (an exclusive online popularity contest), and a specially created "Slurpee-o-meter" weather graphic on AIM Today that changes with local temperatures. AIM Interview, featuring chats with prominent musical artists via instant messenger, will also be sponsored by 7-Eleven.
7-Eleven also will be a charter sponsor of AOL's new AIM Pages social networking site.
The action sports component of the campaign, developed with Oceanside, California-based TransWorld Media, features surfing and skateboarding. With an endorsement from amateur skateboarder Zach Miller, AOL and Transworld SKATEboarding will execute a grassroots program in five markets centered on major skate parks and relevant retail locations.
7-Eleven will bring the Slurpee drink to the TransWorld SURF village at the world's largest action sports event, the U.S. Open of Surfing, which draws an estimated 400,000 attendees. In a sporting event of a completely different kind, participants will compete to set the record for fastest Slurpee drink consumption in an ultimate Brainfreeze drink contest. The contest will be available on AOL on demand.
AOL is providing all content, creative and development for the Slurpee website. AOL is managing all aspects of the new promotional site, including the loyalty program and a custom research program to measure the campaign's effectiveness.
The campaign also includes display advertising and content integration on AOL, as well as the 4,000 websites in Advertising.com's network.
AOL and its subsidiaries operate a leading network of Web brands and the largest Internet access subscription service in the United States. Web brands include AOL.com, AIM, MapQuest and Netscape. AOL offers a range of digital services in the areas of education, safety and security, communications and music. The company also has operations in Europe and Canada. AOL LLC is a majority-owned subsidiary of Time Warner Inc. and is based in Dulles, Virginia.
About 7-Eleven, Inc.
7-Eleven, Inc. is the premier name and largest chain in the convenience retailing industry. Based in Dallas, Texas, 7-Eleven operates or franchises more than 5,800 7-Eleven stores in the United States and Canada and licenses close to 30,000 7-Eleven stores in 18 countries and U.S. territories. During 2005, 7-Eleven stores worldwide generated total sales of approximately $43 billion.
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