• by David Kaplan , March 30, 2005

While Hells Angels and their ilk might not be the type to appreciate the cross-promotions, Discovery is hoping that motorcycle enthusiasts of other kinds will connect with a marketing program that joins the cable franchise with 7-Eleven and Coca-Cola in sponsoring its "American Chopper" series.

The campaign, which also includes in-store promotions at Orange County Choppers--the physical Montgomery/Rock Tavern, NY shop featured on the "American Chopper" show--is centered around a "Watch and Win" sweepstakes during April and May, as well as point-of-purchase displays in 7-Eleven, on-air, radio, and online promotion from April to October 2005.

The program, which airs Mondays at 10 p.m., will feature the national distribution of 18 million "American Chopper" Big Gulp branded Coke cups. Designed to encourage 7-Eleven customers to visit their Web site (www.BigGulp.com) as well as to watch the show, online visitors can register the code from their Big Gulp cups to enter to win an opportunity to visit the set of "American Chopper."