IRVING, Texas -- 7-Eleven Inc. has partnered with 20th Century Fox Film Studios to promote the new film "Deadpool 2," in theaters nationwide May 18. The convenience-store chain has debuted Deadpool-themed products, promotional sweepstakes and an augmented reality (AR) experience accessible through the 7-Eleven mobile app. The chain has also implemented a related marketing campaign that consumers can see online and in theaters in 13 different U.S. cities. This marks the first time 7-Eleven has advertised in movie theaters.
The Deadpool product assortment includes a Monster Mutant Red Dawn Slurpee; five different collectable Slurpee cups; branded straws; chicken or steak and black bean chimichangas (because Deadpool loves chimichangas); and movie-branded packaged products from Monster Mutant, Mike's Harder and Trolli candy.
To use the AR system, consumers take a selfie, and Deadpool pops up on their mobile screen. Scannable codes and virtual activities, which change weekly, allow customers to earn 7Rewards bonus points. And by scanning the 7-Eleven app at checkout, customers earn 7Rewards loyalty program points and enter a contest to win prizes including movie tickets and a trip to Las Vegas.
Gurmeet Singh, chief digital and chief information officer for 7-Eleven, said the AR experience is the first of its kind in retail.
"Fans can interact with Deadpool and have fun experiences in the 7-Eleven app, unlocking different experiences each week exclusively in the stores nationwide and in Canada,” he said. “Fans will also be able to share their interactions with Deadpool inside a 7-Eleven store with family and friends. We think Deadpool fans will love seeing him come to life in our stores."
Irving, Texas-based 7-Eleven operates, franchises or licenses more than 63,000 c-stores in 18 countries, including 10,900 in North America. The chain ranked No. 1 on CSP's 2017 Top 202 list of the largest c-store chains in the United States.