7-Eleven Pulling Out All the Stops, Including WOM, for Slurpee Promo
To promote its new Full Throttle Frozen Blast Slurpee during the month of May, 7-Eleven is pulling out all the stops: From piggy-backing on the mania around video game "Guitar Hero" -- which appeals to the beverage's target demographic, 18- to 34-year-old men -- to grassroots programs, dedicated street teams, and an online contest at slurpee.com where visitors can enter codes from their Slurpees for a chance to win a copy of the newest Guitar Hero game, "Guitar Hero: Aerosmith." Other elements of the effort include in-store Guitar Hero promotions, where fans can line up and play the game, and 10,000 customized guitar picks, which will direct fans back to the slurpee.com web contest. An altogether WOM-worthy effort.