7-Eleven, BP Locations Make Memorable Marketing Moments
Ad Age ranks Simpsons, Dallas "makeovers" among top experiential campaigns
NEW YORK -- 20th Century Fox's "Simpsonized" makeover of a dozen 7-Eleven convenience stores into "Kwik-E Marts" and TNT's makeover of an independent Manhattan BP station into a "Ewing Energies" gas station to promote Dallas were among "15 of Marketing's Most Memorable Experiential Moves," according to a ranking compiled by Advertising Age.
*20th Century Fox: "The Simpsons Kwik-E Mart." In 2007, 20th Century Fox hyped the release of "The Simpsons Movie" by bringing Kwik-E-Mart convenience stores to the real world. The studio partnered with 7-Eleven and its agency Tracy Locke to transform a dozen stores into their "Simpsons" counterpart. The shelves even boasted familiar treats like pink sprinkled doughnuts, Buzz cola and Krusty-Os cereal.
*TNT: "Ewing Energies." On the other side of the Atlantic, TNT set out to promote the third season of "Dallas" last month by installing the first Ewing Energies flagship gas station in Manhattan -- with prices set to kill the competition at $1.98 a gallon. Located at 10th Avenue and 37th street in New York, the station was open from 8 a.m. to 8 p.m. on Feb. 24, the day of the season premiere. One of the show's stars, Josh Henderson, even stopped by for a visit.
Other entries on the list include Red Bull's "Stratos," Gatorade's "Replay" and Coca-Cola's "Open Happiness."