...when done this well. Halo 3 (Microsoft), 7-11, AOL and Mountain Dew (Pepsico) came together to create a beautiful program. (Can't imagine the logistics for approvals on this one). Further, my favorite part is that I was first exposed at retail. (Pump topper at 7-11)
And yes, while they are hawking Game Fuel Slurpees, they certainly aren't going to start selling $70 video games at 7-11. So for Halo 3, who has the majority of the real estate, this is "c-store as a medium". They are getting millions of brand impressions in a environment appropriate for their target, made even more relevant when tied to the Game Fuel Slurpee product.
According to 2006 MRI data, almost 3 million men 18-34 visit 7-11 at least 4x a month. Another 529,000 male teens do the same.
Even better, is the fact that they're not just hawking slurpees...there's a promotion at Slurpee.com.
There are actually few promotional items.
1. Chance to voice a character in the next release of Halo, Halo Wars.
2. Collect "virtual straws" by doing differnt things on the site (games, tell-a-friend, etc...) which can be redeemed for smaller rewards.
3. Download a BOGO coupon to drive back to retail for Slupees.
Overall, this is just a well rounded promotional partnership between relevant brands, delivering something of value to consumers.
