7-Eleven Launches Heroic Slurpee Promotion for "Thor" Film

DALLAS -- 7-Eleven has teamed with Marvel Studios and Paramount Pictures to promote the new "Thor" movie through a Slurpee heroes promotion, the convenience chain announced.

The movie tells the story of the Nordic warrior, Thor, who is cast out from Asgard for his arrogance and sent to live among mortals as punishment, eventually becoming a true hero when dark Asgardian forces come to Earth. As part of the promotion, 7-Eleven is featuring eight collectible Slurpee and Big Gulp cups plus two limited-edition molded plastic mugs featuring Thor and the villainous Destroyer. Customers also can purchase a specially themed Slurpee -- Blue Lightning Blast -- which blends raspberry and tangerine flavors and is made by Dr Pepper.

For the rest of this month, customers will be able to purchase exclusive spoon-straws that feature mini-action figures of the main characters Thor, Destroyer, Loki and Sif for a suggested retail price of $1.99 each. Character spoon-straws have grown in popularity since their introduction four years ago, according to 7-Eleven.

"There's a reason for the particular success of superheroes at 7-Eleven," said Rita Bargerhuff, the company’s vice president and chief marketing officer. "Our customers are both enthusiastic supporters of action-hero movies and Slurpee-lovers. They relish a first peek at movies and enjoy supporting products that resonate with them. These fans appreciate the chance to engage in ways that are meaningful and fun, and that also build anticipation for a movie's release."

Along with the in-store promotion, 7-Eleven's Slurpee smart phone app will be re-imaged with a Thor overlay for the month of April, and customers who check in at 7-Eleven stores using the Foursquare app will earn prizes and Slurpee Rewards points, which can be redeemed by phone or at www.slurpee.com. Prizes include "Thor" backgrounds for mobile phones, a one-month subscription to Marvel's digital comics and a free 30-minute session with Slurpee Secretary, an online concierge program whose services range from answering trivia, to reporting sports scores, to assisting customers with homework, according to the company.

This "Thor" promotion is the eighth time in eight years that Marvel and 7-Eleven have teamed up for a superhero movie promotion. The company also created a minute-long radio spot for select markets and an online advertisement that urges customers to become the "Thor of your store."