Created by Japanese illustrator and director Tsuneo Goda as the mascot for Japanese public TV station NHK in 1998, Domo has a unique look and personality that quickly made the character into an Internet sensation. Domo has achieved pop culture super-status [image-nocss] through user-generated content and thousands of viral videos on popular websites like YouTube, Facebook and Flickr.
"Fuji Frost has a sweet red-apple taste, which is a tongue-in-cheek choice since apples are the one food Domo doesn't like," said Jay Wilkins, 7-Eleven category manager for proprietary cold beverages. Fuji Frost is named for Mount Fuji, Japan's most well-known landmark.
A new three-part webisode, which can be viewed exclusively online atwww.slurpee.com and www.domonation.com, tells the story of Domo and his friends on a quest for a Slurpee beverage. Each of the 30-second segments will debut weekly on the two websites starting October 1. The stop-action animated Domo video was created and produced exclusively for 7-Eleven by dwarf inc., the Japanese animation company that originally created Domo and his friends.
Collectible cups feature Domo and his furry sidekicks enjoying Slurpee drinks and one showing Domo experiencing a Brainfreeze. For Domo fans, a tiny flocked Domo character is affixed to premium Slurpee straws, selling for $1.99. From hip hop to wrestling themes, each of the four Slurpee straws features Domo sporting a different costume and accessories.
Coffee and Big Bite hot dogs, two of 7-Eleven's best-selling proprietary items, also get "Domo-nized" as a limited offering through November 15. To reach younger coffee drinkers, 7-Eleven is offering coffee in a special brown Domo cup for just 99 cents. Store signage promoting the coffee deal urges customers to "Obey the Domo." Likewise, the Big Bite hot dog also will retail for 99 cents and be served in a cardboard "clam-shell" carrier resembling Domo's face, with the mouth opening to reveal the food.
"You won't be able to go to a 7-Eleven store in October and miss Domo," Wilkins said. "We've let Domo fans know he's coming with notices on Facebook and Twitter, and the online buzz about his 7-Eleven debut has already been building."
A larger-than-life Domo candy display will feature Snicker's and Reese's candy bars in the open mouth of the character as well as a shelf to display Domo DVDs ($15.99), where available.
Collectibles like Domo Qee ("key"), miniature action figures in cup-like packaging ($9.99), Domo Manga comic books ($3.99), plush characters and apparel, like caps and T-shirts are also available. 7-Eleven has emblazoned special-edition gift cards with Domo's likeness. Domo is also front and center on much of the in-store product signage and storefront banners.
Big Tent Entertainment LLC, the marketing and licensing company behind Domo, helped broker the deal with 7-Eleven. "Because Domo has such a hugely devoted, cult-like following among kids, teens and young adults, we believe he's a perfect match for 7-Eleven and its iconic Slurpee brand," said Big Tent CEO Rich Collins. "7-Eleven has created some very cool collectible items that will have Domo fans and Slurpee drinkers alike coming back for more."
Big Tent is an entertainment company specializing in the integrated development and management of media brands. It currently serves as the worldwide (excluding Asia) marketing and licensing company for Domo and the North American agency of record for a number of children's properties including Discovery Kids, The Wiggles and Miffy & Friends. It also serves as the U.S. licensing agent for the Crusty Demons, The Saddle Club, TOKYOPOP and Telemundo.
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