Robots Invade 7-Eleven In Time For Movie Premiere


This month, 7-Eleven is celebrating the release of the new Transformers movie, by introducing new Bumblebee Blast Slurpee flavor, collectible 3D cups and a refillable mug, character-straws and an online sweepstakes. 


The film “Transformers: Revenge of the Fallen” from DreamWorks Pictures and Paramount Pictures, in association with Hasbro, Inc., debuts in theaters June 24.


“The first Transformers movie broke attendance records when it opened in 2007, and ‘Transformers: Revenge of the Fallen’ has fans eagerly anticipating this movie’s opening,” said Jay Wilkins, 7-Eleven brand manager for cold beverages.  “We know Slurpee enthusiasts are going to have fun with the Transformers brand this summer at 7-Eleven stores.  The movie is, at its heart, a story about a kid and his car.  What better vehicle for Slurpee than that!”


In honor of one of the movie’s main robot hero characters, 7-Eleven’s Slurpee beverage will be available in an appropriately colored orange-yellow mango-passion fruit flavor called Bumblebee Blast.  The new, fruity flavor was named after the popular  Bumblebee Autobot character, the mechanical sidekick and protector of Sam Witwicky (played by Shia LaBeouf). The flavor was among the top vote-getters in nationwide taste tests 7-Eleven held last summer.


“7-Eleven continues to be an incredible place for us to reach movie audiences in creative ways to interact with elements from our movie even prior to its release in theaters,” said LeeAnne Stables, executive vice president of worldwide marketing partnerships for Paramount Pictures.”This program helps us build on the fun and excitement that the new film will deliver to millions of Transformers fans.”


Lenticular Slurpee cups feature four of the characters from the film – two Autobots, Bumblebee and Optimus Prime, along with two of the Decepticons, Megatron and Ravage.  


Straws with removable characters – Bumblebee, Optimus Prime, Megatron and The Fallen – “climbing” up the side are merchandised alongside the Slurpee machine with a suggested retail price of $1.99. 


In addition to the four plastic 3D cups, 7-Eleven has created a blue refillable 28-oz. Slurpee mug, shaped like the head of Optimus Prime, and a 12-ounce plastic cup with exciting movie background art and removable Transformers decals, which can adhere to the cup to recreate multiple film scenes.


Two paper Slurpee cups will also feature movie graphics along with Slurpee Nation reward codes, which can be used to enter an online instant-win sweepstakes at 


For this month only, customers can redeem UPC codes on limited-edition “Transformers: Revenge of the Fallen” Mars Snackfood US M&M’S Brand Chocolate Candies and SNICKERS Nougabot Bars packaging can be redeemed for rewards points.  Each Transformers-themed paper cup and Mars Snackfood US UPC code earns two rewards points, enough for one entry into the sweepstakes.


In addition, hundreds of prizes will be awarded in the month-long sweepstakes, including LG surround systems, LG Blu-ray Disc Players, Xbox 360 Entertainment Systems, DVDs, movie tickets, copies of the “Transformers: Revenge of the Fallen” video game for the Xbox 360 video game and entertainment system from Microsoft, and 7-Eleven and Xbox LIVE Gold subscriptions.


Those with Transformers fever can also stock up on collectibles like character bobbleheads, key chains, flashlight keychain and-currently exclusive to 7-Eleven-the first Transformers movie DVD with a molded-plastic case that, when unfolded, becomes Decepticon Megatron. Retailing for $22.99, the DVD, special video features and case will be available at participating stores while supplies last. 


7-Eleven partnered with Mars Snackfood US on the marketing campaign supporting the month-long promotion with an online sweepstakes, local radio promotions in select markets and prize-pack and movie ticket give-aways.  Working with 7-Eleven in developing the partnerships and promotions for the “Transformers: Revenge of the Fallen” program is FreshWorks, a consortium of Omnicom companies serving as 7-Eleven, Inc.’s advertising and marketing agency. 




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