7-Eleven Jumps Aboard 'Incredible Hulk' Brand Express

  • June 10, 2008
Convenience-store chain 7-Eleven is jumping on the Hulk bandwagon with a marketing program around the Universal Studios release of that name premiering on Friday.

The effort includes green-colored Slurpees with the contrary name "Radiation Rush"; Super Hero sandwiches; Incredible Gulp fountain drinks; Hulk merchandise, including "The Incredible Hulk" comic book from Marvel Comics, Hulk-themed cups and straws and a veritable verdigris of point-of-purchase material including a six-foot Hulk likeness; and even product placement of sorts in the movie (a 7-Eleven is visible in one of the scenes).

7-Eleven is doing a cross promo with GameStop around Sega's Incredible Hulk video game. Purchase of a Hulk-themed drink includes coupons good at GameStop for a $5 discount off Sega's game, which hits shelves this month. The deal is reciprocal: when a consumer redeems the coupon at GameStop, he or she gets an offer for a $5 7-Eleven gift card. The company will promote the effort as part of its "Summer of Slurpee" program that launches this week in Dallas, Denver, Las Vegas, Orlando, Philadelphia, and Virginia Beach.

Other marketing partners for the movie include Burger King, Kmart, candy maker AirHeads, and GNC.

--Karl Greenberg



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