After success with its World Wrestling Entertainment Inc. (WWE) promotion last year, 7-Eleven Inc. is climbing back in the ring this summer as a sponsor of SummerSlam), WWE’s biggest pay-per-view event of the summer.
The convenience retailer has beefed up this year’s promotion, running now through Aug. 31, with double the variety of cups and twice the number of WWE Superstars. In addition, the updated program features new products and online elements, including the opportunity to become a masked WWE Superstar.
“7-Eleven fans love WWE, and vice versa. It’s a demographic match made in heaven,” said Rita Bargerhuff, 7-Eleven vice president and chief marketing officer. “Our WWE campaign last year was centered on Big Gulp drinks. This year, we’ve taken the promotion to a new level, both in-store and online, and we think this year’s rematch of the two brands will be bigger and better.”
WWE Superstars John Cena, Triple H, Rey Mysterio and Undertaker show off their best moves on four collectible, lenticular Slurpee cups while Big Show, Kofi Kingston, Edge, Randy Orton, and WWE Diva Eve appear on five collectible Super Big Gulp fountain drink cups. 7-Eleven offers four collectible straws featuring the likenesses of the Superstars and product displays of WWE Magazine and DVDs.
John Cena also has created a limited-edition cup for 7-Eleven’s cause-marketing campaign, Coffee Cup with a Cause. A portion of the proceeds from the sale of the Cena cups between July 16 and Aug. 31 will be donated to the Make-A-Wish Foundation. 7-Eleven has guaranteed a minimum donation of $250,000 to the charity.
“Our continuing partnership with 7-Eleven has been a fantastic experience for WWE, our Superstars and fans,” said Michelle Wilson, WWE’s executive vice president of Marketing. “WWE is thrilled that 7-Eleven is able to help us celebrate SummerSlam by providing our fans with limited edition cups featuring their favorite Superstars and Divas.”
The collectible Slurpee cups come with codes that can be redeemed for Slurpee Nation reward points at slurpee.com. Fans can go to slurpee.com/rewards to redeem these points for exclusive in-game prizes in THQ’s popular video game “SmackDown vs. Raw 2010,” or to enter 7-Eleven’s augmented reality that allows WWE fans to try on virtual masks like those worn by WWE Superstar Rey Mysterio. A Web-cam is required for fans to try on Rey’s masks. Users can choose any or all of the four featured masks, take multiple screen shots and upload images to Facebook. Rey Mysterio appears in a 7-Eleven commercial that airs on USA and Syfy during WWE programming and at various WWE live events across the country.
The featured Slurpee flavor during the six-week promotion is Barq’s Root Beer. Other products participating in the promotion are Slim Jim, the official meat snack of WWE, and 7-Select Crunch Cheese Curls.