• by Karl Greenberg , April 9, 2008

Convenience store chain 7-Eleven is promoting Paramount Pictures' "Iron Man" movie with the company's first major effort of the year. The "Iron Man" campaign, which leads up to the May 2 premiere, promotes 7-Eleven's new Slurpee flavor AMP Energy Freeze, a frozen version of Pepsi's AMP Energy. 

Four multi-image, three-dimensional Slurpee cups show the lead character, Tony Stark--Iron Man--and the antagonist, Iron Monger. The cups use multiple frames to create a zoetrope effect.

The 28-ounce mug retails for $3.29 and includes a Slurpee fill. The chain will also offer three different Iron Man Slurpee spoon-straws with detachable Iron Man and Iron Monger figurines for $1.49 each.

Said Jay Wilkins, 7-Eleven brand manager for Slurpee and Big Gulp beverages: "We learned last summer how popular collectible figures on our straws could be and made them part of this year's 'Iron Man' mania."

The effort will get radio support, store signage, such as a 6'-4" Iron Man stand-alone, and it will include contests dangling prize packs.

7-Eleven is using the tie-in to launch a new youth-focused Web site, Slurpee Nation, at slurpee.com, which links to the movie site and movie trailer, and has wallpapers and screen-savers.

The company is also doing a cross-promotion with Foot Locker--also a sponsor of the movie. Its web site will offer a printable $10-off coupon that can be used toward the purchase of any pair of shoes selling for $50 or more at Foot Locker from April through July. And purchases of shoes at Foot Locker during April will include a coupon for a free Slurpee drink.

The Dallas-based company says Slurpee drinks are most popular with young men between the ages of 18 and 34, which matches the target audience of Super Hero action films. Likewise, energy drinks continue to enjoy year-over-year sales increases among young adult males, it said.

There are 7,500 7-Eleven stores in North America and 34,100 stores in 17 countries. The company posted worldwide sales of over $46.6 billion last year.