7-Eleven, Zynga Partner for C-store Chain's Broadest-Ever Product Promotion

DALLAS -- In one of the broadest product promotions in its history, 7-Eleven Inc. is partnering with Zygna to offer FarmVille-, Mafia Wars- and YoVille-branded items on many of the convenience store operator's products, including Slurpee and Big Gulp drinks, in nearly 7,000 stores across the United States and Canada. The campaign -- the first retail tie-in for Zynga -- will allow millions of consumers to redeem exclusive virtual items within Zynga games during a six-week campaign beginning June 1.

As a part the promotion, 7-Eleven will unveil an advertising campaigns across satellite and local radio as well as print, online and outdoor. Also, vignettes featuring characters from MTV's popular programs will air as the campaign hits stores.

Consumers will be able to purchase specially marked products to receive a redemption code that can be used for a new, limited-edition virtual good in the games. Product codes can be redeemed online at www.buyEarnPlay.com. In addition, consumers can earn an über gift in each game by purchasing unique qualifying items and participating in at least one in-game activity, such as mastering a crop in FarmVille, vaulting a collection in Mafia Wars and redeeming seven items in YoVille. For FarmVille, the über gift is 200 FarmVille cash; Mafia Wars, 50 Skill Points; and YoVille, a virtual Slurpee machine.

"7-Eleven's partnership with Zynga has launched one of the most unique campaigns in our company's history," said Rita Bargerhuff, 7-Eleven vice president and chief marketing officer. "It gives millions of loyal fans who regularly play Zynga games access to incentives on more than 30 products in our stores. The Zynga universe of gamers is vast, and we knew we had to come up with a promotion fit for this demographic.

"Attracting millions of consumers to 7-Eleven stores with exclusive items for Zynga games creates an additional opportunity for them to try some of our newest products, like our proprietary 7-Select ice cream and candy, along with long-time favorites, such as Slurpee and coffee drinks."

Through its promotion with 7-Eleven, Zynga is expanding its reach and making its games more accessible to consumers, according to said Vish Makhijani, Zynga's senior vice president of business operations. "The opportunity to collect exclusive items for FarmVille, Mafia Wars and YoVille that are found only at 7-Eleven stores creates a unique way for players to get the best social experience in our games."

The promotion runs through July 15, or while supplies/coded products last.

In conjunction with the launch of this promotion, 7-Eleven will unveil its revamped website, www.7-Eleven.com, June 1. The new site, which includes more content and graphics, is expected to resonate well with Millennials. The home page will feature the Zynga promotion throughout the six-week campaign.

7-Eleven operates, franchises or licenses close to 8,200 7-Eleven stores in North America. Globally, 7-Eleven operates, franchises or licenses more than 38,000 stores in 16 countries. During 2009, 7-Eleven stores worldwide generated total sales of more than $58.9 billion.

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