• by Tanya Gazdik , October 8, 2009

Convenience store 7-Eleven debuts a virtual dating game which offers consumers a chance to wake up with a "hot Brazilian"... cup of coffee, that is.

The game, at www.the711club.com, whisks players away to the exotic 711 Club, where they select a hot "date" from a group of sexy women and men. Game play involves navigating various nightclub scenarios by selecting the correct humorous pick-up line from a multiple choice list. The selected "date" responds and a mojo-meter registers how successful the line is on the potential pickup.

Players earn "mojo points" for each correct answer, as well as through other nightclub challenges. Sufficient "mojo" earns players an invitation to "Wake Up with a Hot Brazilian" via a downloadable coupon for 7-Eleven's Brazilian coffee and a map to their nearest store location.

The game, which runs through Dec. 31, is targeted at young coffee drinkers ages 18 to 34, says Stephanie Hoppe, 7-Eleven's Senior director for marketing.

"7-Eleven wants to promote our great-tasting Brazilian Bold to a younger generation of coffee drinkers," Hoppe tells Marketing Daily. "We know they like reality shows, interaction and gaming, so we created the perfect blend of online entertainment. The marketing of our Brazilian Bold flavor is supported by the tagline of "Wake Up with a Hot Brazilian," so the game ties in well with the overall campaign and appeals to the target audience."

Ketchum created the game, which is being promoted through online and social media channels and virally. The convenience store's overall coffee program is being promoted via radio, in-store signage and out-of-home.

Other features at the 711Club Web site include a dance-off game giving players a chance to show their moves by trying to stay in-rhythm with their date. At the end of the experience, players can send via email or post to their social media page a picture of them and their date. Users can upload a picture of their face, which is superimposed over a clubgoer's hot body.

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