Pepsi Max and 7-Eleven stores are sponsoring World Wresting Entertainment’s Aug. 23 pay-per-view SummerSlam event, which will take place at the Staples Center in Los Angeles, Brandweek reported.
Surrounding the event, 7-Eleven will launch a four-week nationwide storefront branding campaign beginning July 31 and running throughout August at more than 5,400 locations.
As part of the promotion, customers can buy collectible Super Big Gulp cups featuring WWE Superstars John Cena, Triple H, Edge, Undertaker or WWE Diva Kelly Kelly. In addition, 7-Eleven stores will offer other wrestling-themed promotional products, including the SuperSlam Sub and the 3-Count Meal Deal. To alert customers to the promotion, WWE POP will appear on storefronts, windows, food and beverage dispensers and other displays.
7-Eleven customers who buy a special SummerSlam edition of WWE magazine will receive a poster of Jeff Hardy. WWE has produced a 7-Eleven TV ad starring Kelly Kelly, which will debut on Monday Night Raw and various sports programs.
Meanwhile, Pepsi Max, in its first deal with WWE, will hold fan events on the two days preceding SummerSlam, at Staples Center in Los Angeles. On Aug. 22-23, the Pepsi Max FANtasy tour truck will stop at SummerSlam Axxess, WWE’s fan festival in the adjacent Nokia Plaza, where visitors will be given free samples of Pepsi Max. Pepsi Max is also running a sweepstakes at WWE.com to send fans to WrestleMania XXVI in Glendale, Arizona.
“If you envision what studios do with films like Transformers, we’re using our pay-per-view like a tentpole event that engages our fans around our brand, our event and our talent,” Joe DelGrosso, WWE’s svp-sales and sponsorship marketing told Brandweek. He added that the sponsors share the WWE’s male 18-34 demographic. By aligning with WWE through its multiple platforms-events, TV, the Web site and the magazine-DelGrosso estimates that Pepsi Max and 7-Eleven can reach around 70 million people a month.