• by Tanya Gazdik , July 2, 2007

Convenience store-goers in 12 North American cities may feel like they have entered a parallel universe when they discover that their 7-Elevens have been mysteriously transformed over night into Kwik-E-Marts, straight out of "The Simpsons."

The conversion is part of a "life/brand experience and a reverse product placement" orchestrated by 7-Eleven and Twentieth Century Fox, whose "The Simpsons Movie" opens nationwide July 27, says 7-Eleven spokesperson Margaret Chabris. The deal was initially reported by Marketing Daily in March.

The stores, which open today, will be located in Manhattan; Bladensburg, Md., (outside Washington, D.C.); Orlando, Fla.; Chicago; Dallas; Denver, Colo.; Henderson, Nev.; Los Angeles, Burbank and Mountain View, Calif., and Seattle.

The exact location of the store in Canada remains a secret until it opens on Tuesday, Chabris says. All the locations will remain Kwik-E-Marts throughout the month of July.

Additionally, close to 6,400 other U.S. and Canadian 7-Eleven stores will bring to life several proprietary products that have -- until now -- existed only in the Simpsons' hometown of Springfield. All 7-Eleven franchised and company-operated stores in the U.S. and Canada will sell Simpsons products through the month.

The 7-Eleven "Kwik-E-Marts" dressed-stores and its other outlets will offer limited quantities of KrustyO's cereal and Buzz Cola, along with Squishee (instead of Slurpee) frozen drinks. A special edition of a "Radioactive Man" comic book also was produced just for 7-Eleven. Even the pink-frosted donut with sprinkles featured in "The Simpsons Movie" poster is available exclusively at 7-Eleven stores.

The convenience store chain will carry more than 25 items that are either recreations of products from the actual show or collectibles, including a dancing Homer doll, talking key chains, T-shirts and hats.

"The special ones, like Buzz Cola, 'Radioactive Man' comic book and KrustyO's cereal, are in limited quantities, but there will be no shortage of Squishee Slurpees and Sprinkilcious donuts," Chabris says.

7-Eleven's licensed stores, of which there are just over 500, will have many of the same products but not necessarily all, she says. Stores in Denmark are also participating, Chabris adds.

"As far as we know, this is the first time a major company has partnered with a fictional entity to bring it to life," says Rita Bargerhuff, senior director for national marketing at 7-Eleven, in a statement. "Many brands have product placement in a movie, but we were intrigued with the idea of bringing fiction to life - a 'reverse placement,' if you will. As the number-one show among men ages 18-34, teens, boys ages 12-17, and kids from 6 to 11, 'The Simpsons' reaches our core customers."

The partnership also includes a "Get Animated" contest with the winner having his/her likeness animated for an upcoming TV episode of the show. To play, customers will receive coded game pieces with the purchase of select 7-Eleven fresh, cool sandwiches, grill items and Squishee-named Slurpee drinks, which can be entered at 7-11Simpsons.com to instantly win Simpsons merchandise, such as Simpsons products, Kwik-E-Mart T-shirts and uniforms and complete DVD sets of "The Simpsons" TV show, seasons 1 through 10. Contest entrants who collect and enter 10 codes will be eligible to receive a limited-edition "The Simpsons Movie" poster.