Who needs the Kwik-E-Mart? 7-Eleven does.

 
 

Who needs the Kwik-E-Mart? 7-Eleven does.

Announced earlier this year shortly after the news of The Simpsons Movie release date, 7-Eleven has completed its transformation of 7 stores into Kwik-E-Marts last weekend. The stores are furnished with items from the show including Squishees, Krusty-Os (hopefully sans metal rings!) and pink frosted donuts with sprinkles(or jimmies depending on your location). 7-Elevens in Burbank, CA, Chicago, IL, Dallas, TX, Denver, CO, Lake Buena Vista, FL/Orlando, FL, Las Vegas, NV/Henderson, NV, Los Angeles, CA, New York City, NY, San Francisco, CA/Mountain View, CA, Seattle, WA and Washington, DC/Bladensburg, MD.

See a fantastic flickr set of the Kwik-e/7-Eleven Burbank store. The page also has links to pictures of many of the other locations as well. There are some nice touches like this El Barto/Sinner Stinks graffiti outside the store and The old geezer in the freezer.

There's also a Simpsons Movie Kwik-E-Mart Mirror Blog with reports and updates on the different locations as well. Notice the line to get into the Los Angeles store! Looks like this is definitely going to give 7-Eleven a bump in sales, or if nothing else, foot-traffic.

Here are some snippets from an AP article on the promotional event:

For 20th Century Fox Film Corp. and Homer's creators at Gracie Films, the stunt is a cheap way to call attention to their movie, since 7-Eleven is bearing all the costs, which executives of the retail chain put at somewhere in the single millions.

At 7-Eleven, they're hoping it shows the ubiquitous chain has a trait seen in few corporations — the ability to laugh at themselves.

"We thought if you really want to do something different, the idea of actually changing stores into Kwik-E-Marts was over the top but a natural," said Bobbi Merkel, an executive for of 7-Eleven's advertising agency, FreshWorks, a unit of Omnicom Group Inc. "It shows they get the joke."

The month-long promotion has been rumored a long time — it's hard to keep a secret known by so many suppliers and franchisees — but 7-Eleven managed to keep the locations of the stores quiet until early Sunday morning. That's when the exteriors of 11 U.S. stores and one in Canada were flocked in industrial foam and given new signs to replicate the animated look of Kwik-E-Marts.

The idea grew out of conversations between Fox and 7-Eleven's advertising agency.

"We wanted to make sure the movie stands out as a true cultural event this summer," said Lisa Licht, a marketing vice president at Fox. "It has to stand out from other summer movies and TV shows."

In some cases, 7-Eleven has contracted with manufacturers of similar products to make their Kwik-E-Mart counterparts. Malt-O-Meal, the Northfield, Minn., cereal maker, will conjure up a recipe for KrustyO's, for example. In others, existing products will simply be renamed. One flavor of 7-Eleven's own Slurpee will be sold as "WooHoo! Blue Vanilla" Squishee for the month.

Bargerhuff predicted extra sales to Simpsons fans will more than offset the cost of the promotion and create new customers for the chain. She also said the chain is prepared for crowds and will have extra security and clerks at the Kwik-E-Marts.

Here's a clip of Apu singing "Who needs the Kwik-E-Mart":

Beyond teaming up with 7-E, another partner for the Simpsons Movie is JetBlue as the official airline of Springfield. Mr. Burns has taken over the JetBlue FlightLog blog. And during the month of July, one of their in-flight channels will be showing nothing but Simpsons episodes.

UPDATE: More pictures from the Seattle 7-Eleven in adgrunt texturl's photostream at Flickr.

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Comments

Robblink's picture

Went to the 7-11/Kwik-E-Mart

Went to the 7-11/Kwik-E-Mart in NYC today and true to the store's "reputation", the Radioactive Man comic book that had a cover price of $3.99 was selling for $5.99!

dabitch's picture

From the LA pictures

From the LA pictures link:

The burbank one has drawings from the animators who came down. also, they sprayed painted EL BARTO and skinner stinks on the side of the building.

- looks like everyone is having fun with this! It'll get awarded plenty of prizes in stunt and ambiient and promotional categories, dontchathink?

* edit - yeah I only just saw that you mentioned it in the post, thought the extra info about the animators doing it was fun.

TDD's picture

Robblink, I hope you read

Robblink,

I hope you read the comic in the store without purchasing it. ;)

kgeiger's picture

So very cool.

So very cool.

bella's picture

Did you hear that Leo

Did you hear that Leo Burnett has sour grapes? They claim this idea was stolen from them.

dabitch's picture

More tie-ins with the

More tie-ins with the Simpsons - they also invaded the pages of Harper’s Bazaar doing a fashion spread - here Linda Evangelista, Marge, Selma and Patty show off their French Cuff Shirtdress from The Gap.

tod.brody's picture

Wow, Linda looks great for

Wow, Linda looks great for 42.

dabitch's picture

She's 42? She must have

She's 42? She must have found the fountain of youth in a jar of yellow celluloid paint - it's the same stuff that's allowed Maggie to remain a baby for twenty years. ;)

tod.brody's picture

hmmm... maybe I can hire an

hmmm... maybe I can hire an animator to make me look younger too!

caffeinegoddess's picture

The 7-Eleven stunt won

The 7-Eleven stunt won TracyLocke two 2008 Cannes Gold Promo Lions.
One for Product/Service/Retail And E-Commerce, Including Restaurants. And another for Use of Media/Best Use Of Merchandising/In-Store Marketing.
Outcome/Results:
Consumer reaction to the Simpsons promotion exceeded all Client and Agency expectations. The first day, all twelve stores were sold out of most Simpsons products, with replacement product needing to be flown in from around the country. Lines, more than an hour long, began wrapping around the stores, lasting in some cases until 3am. Within 48 hours, customers had posted thousands of pictures and videos online, and a consumer Kwik-E-Mart blog had been created, documenting activity throughout the country. Total merchandise sales doubled, Slurpee (Squishee) sales increased fivefold, and other proprietary products saw increases ranging from 100-500 percent.

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