7-Eleven Tricks Out Slurpee Web Site

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7-Eleven Tricks Out Slurpee Web Site

DALLAS -- 7-Eleven is linking up with AOL to launch a new interactive version of www.slurpee.com, the Web site for 7-Eleven's Slurpee carbonated frozen beverage. Introduced to coincide with the new "Now That's Cold" Slurpee advertising campaign, the site features games, gear, prizes, polls and buy one-get one free Slurpee coupons. New Slurpee flavors like Purple S'crème, a purple cream soda-flavored drink, will spotlighted throughout the year on the site.

In addition, codes found on specially marked Slurpee cups allow access to the special features of the Web site, and can be used to enter contests to win prizes and earn points redeemable for additional merchandise. Consumers can earn points by purchasing Slurpee drinks, sampling selected AOL and AIM programming features and by contributing their own content to the site.

Instant-win prizes available on http://www.slurpee.com will include portable DVD players, mp3 players, shopping sprees, mobile games and ring tones, exclusive Slurpee T-shirts and free subscriptions to "AOL Music Now."

Directing visitors through the site is a tall, thin and cool virtual host who looks a lot like a Slurpee spoon-straw. Named "Slim," this straw man with attitude will appear on http://www.slurpee.com, and on AIM as an animated Superbuddy icon and an AIM Expression. AIM components sponsored by 7-Eleven include a custom version of AIM Fight (an exclusive online popularity contest), and a specially created "Slurpee-o-meter" weather graphic on AIM Today that changes with local temperatures. AIM Interview, featuring chats with prominent musical artists via instant messenger, will also be sponsored by 7-Eleven.

"Slurpee drink lovers live life on the edge," said Debbie Wildrick, 7-Eleven product director for Vault and Proprietary Beverages. "Besides exclusive Slurpee gear, the new site brings the latest music, action sports, entertainment and gaming to our customers with chances to win and play."

7-Eleven also will be a charter sponsor of AOL's new AIM Pages social networking site.

"Our new relationship with AOL will help build the Slurpee brand by leveraging the online medium, where our target customers are spending more time than ever before," said John Moritz, 7-Eleven marketing director.

The action sports component of the campaign, developed with Oceanside, California-based TransWorld Media, features surfing and skateboarding. With an endorsement from amateur skateboarder Zach Miller, AOL and Transworld SKATEboarding will execute a grassroots program in five markets centered on major skate parks and relevant retail locations.

7-Eleven will bring the Slurpee drink to the TransWorld SURF village at the world's largest action sports event, the U.S. Open of Surfing, which draws an estimated 400,000 attendees. In a sporting event of a completely different kind, participants will compete to set the record for fastest Slurpee drink consumption in an ultimate Brainfreeze drink contest. The contest will be available on AOL on demand.

"We're delighted to be working with 7-Eleven on this groundbreaking initiative," said Kathy Kayse, executive vice president of AOL Media Networks. "We believe our organizations have tremendous synergy, and we look forward to making the website a huge success."

AOL is providing all content, creative and development for the Slurpee website. AOL is managing all aspects of the new promotional site, including the loyalty program and a custom research program to measure the campaign's effectiveness.

The campaign also includes display advertising and content integration on AOL, as well as the 4,000 websites in Advertising.com's network.