• by Nina Lentini  @Nina_Lentini, April 3, 2007

A month-long and first-of-its-kind international promotion at 7-Eleven to rev up interest in "Spider Man-3" will include store events, online contests, radio advertising and one-of-a-kind collectible Slurpee cups at the world's largest convenience store.

Throughout April, more than 5,800 participating 7-Eleven stores in the U.S. and Canada, along with thousands of 7-Eleven stores in six other countries around the world, are promoting the highly anticipated "Spider-Man 3," which will be released on May 4.

Internationally, 7-Eleven stores in Denmark, Hong Kong, southern China, Taiwan, the Philippines and Sweden will promote the movie in April by tying contests to their proprietary products. For example, Swedish outlets will give away "Spider-Man 3" computer games and merchandise, mobile phones and other prizes tied to a promotion of their frozen yogurt brand.

"[This is] the first time we've done anything like this internationally," said Rita Bargerhuff, 7-Eleven Senior Marketing Director, in a statement.

At the center of the U.S. and Canadian 7-Eleven "Spider-Man 3" promotion are three "jump-out-at-you" 3D Slurpee beverage cups and a contest at slurpee.com, where prizes include three trips to the New York premiere on April 30.

Other "Spin the Web" prizes are 30 of the soon-to-be-released "Spider-Man 3" video games by Activision and 300 Spider-Man 2.1 special edition DVDs, which include never-released action from Spider-Man 2.

The primary targets for the promotion are males, ages 12 to 24; secondarily, males ages 25 to 34.