Pepsi Tying In With 7-Eleven/Madden NFL Game Promo

Pepsi/7Eleven and EA sports promo7-Eleven and EA Sports are running a month-long, multifaceted promotion for EA's release of this year's 20th anniversary edition of the Madden NFL football game.

Pepsi-Cola is tying in as one effort in its launch campaign for "Pepsi Lemon NFL Kickoff" colas and also promoting a limited-edition Gatorade Slurpee flavor.

The game release's August promos include both in-store and out-of-store elements, starting with 7-Eleven stores offering collectible Madden NFL-branded cups for Slurpee and Big Gulp drink orders.

True football fanatics had the option of pre-ordering the new game release and picking it up in 7-Eleven stores as early as midnight of Aug. 12, the game's release date. EA and Warner Brothers Home Video also produced a game demo DVD, available in 7-Elevens both prior to and after the game's release, with the purchase of a "Madden Meal" (turkey/cheddar club sandwich, 99-cent Frito-Lay chips bag, and a Big Gulp drink).

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Customers who buy a 7-Eleven Cheeseburger Bite, Quarter-Pound Big Bit or any Slurpee 22 ounces or larger are eligible for free, limited-edition Madden NFL 09 trading cards, produced by Donruss.

In addition, a free, online Madden Fantasy Roster Builder based on the player ratings in the '09 release can be accessed on a 7-Eleven/Madden co-branded site (www.slurpee.com/madden09).

Pepsi has both online and in-store tie-ins. As part of the launch of the Pepsi Lemon NFL Kickoff colas, in stores as of Aug. 11, the company is running a co-branded online Madden NFL 09 sweepstakes. Prizes include a trip to Super Bowl XLIII and tickets to EA's Madden Bowl XV in Tampa, Fla., as well as the chance to tour the EA Tiburon game studio where Madden NFL football games are created.

(Pepsi's overall campaign for the new lemon colas, being promoted as "Pepsi with a kick of lemon," includes TV ads featuring Dallas Cowboys quarterback Tony Romo, as well as print and online ads--all from Pepsi agency BBDO New York.)

In addition, Pepsi's Gatorade brand has created Gridiron Ice, a limited-time-only Slurpee flavor available at 7-Eleven stores nationwide.

Over their 20-year history, the Madden NFL games have sold more than 70 million copies, according to an EA spokesperson.

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