Surf’s Up at 7-Eleven as it prepares moviegoers for the release of Fantastic 4: Rise of the Silver Surfer.
As part of the month-long promotion, 7-Eleven stores will host exclusive, advance screenings of “Rise of the Silver Surfer” in 20 U.S. cities. They’ll also offer customers the chance to win four trips, including a walk-on role in a 20th Century Fox movie, and 440 other prizes through an online Fantastic 4 game.
A 7-Eleven promotion is not complete without the requisite collectible cup. For the Fantastic 4: Rise of the Silver Surfer, the convenience retailer has created a collectible 44-ounce Super Big Gulp cup featuring the Fantastic 4 heroes from the movie–Mr. Fantastic, the Invisible Woman, the Human Torch and the Thing–along with their new nemesis, the Silver Surfer.
“We know our customers love movies and have a special affinity for superhero movies,” said Doug Foster, 7-Eleven vice president and chief marketing officer. “The big ‘wow’ for the Slurpee brand in this movie is a product placement because it’s a fresh, relevant approach to supporting the iconic beverage.”
“Superheroes have been around 7-Eleven for 30-plus years, but for most of that time, they appeared on our proprietary drink cups,” said Jay Wilkins, category manager for Big Gulp and Slurpee beverages. “We still have very cool cups, but today’s movies are much bigger events, and the promotions have to be as well. Movie screenings, trips, product placement in movies, online games, special Slurpee colors and concoctions help 7-Eleven stay relevant in the minds of movie fans and consumers.”
To capitalize on the popularity of the Slurpee beverage, 7-Eleven began introducing Slurpee collector cups in 1972.Besides superheroes, special Slurpee cups have featured monsters, professional athletes, rock ‘n’ roll stars and endangered species.7-Eleven also has offered surprise Slurpee cups with false bottoms and free prizes, and introduced cups with collectible sports coins on the bottom.