Slurpee(R) Rocks The Store
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Slurpee(R) Rocks The Store

May Promotion Aimed at Music-, Game-Savvy Consumers

May 05, 2008 // // Dallas, TX, - To promote its new Full Throttle Frozen Blast Slurpee® drink this May, 7-Eleven, Inc. has partnered with Coca-Cola, Activision, Inc. and Microsoft Corp. in a marketing and public relations blitz designed to reach music-loving, videogame-playing, techno-savvy, 18- to 34-year-old males.

Online and radio contests, grassroots events and traveling street teams will call attention to 7-Eleven's promotion of Activision's highly anticipated Guitar Hero: Aerosmith. The Guitar Hero videogame franchise has sold more than 14 million games worldwide since its introduction in 2005.

In an online contest at, visitors can enter codes found on specially marked 22-ounce Guitar Hero-branded Slurpee cups for a chance to win a copy of the new Guitar Hero: Aerosmith videogame, Xbox 360 videogame and entertainment system from Microsoft, or Microsoft Points to purchase content from Xbox LIVE Marketplace. One copy of the new Guitar Hero: Aerosmith game will be awarded every hour throughout the month of May, for a total of 744 games. In addition, 10 lucky winners each will receive a prize package that includes an Xbox 360 console along with a copy of Guitar Hero: Aerosmith. Finally, more than 711,000 Microsoft Points will be awarded.

"The sweet spot of the core Slurpee customer is between 18 and 24 years old," said Jay Wilkins, brand manager for Slurpee and Big Gulp® beverages. "Our goal is to keep Slurpee as cool today as it was to teens and young adults in the 1960s when it was first introduced."

Today, that means partnering with hit movies, videogames, popular music and extreme sports … and reaching out to teens and young adults where they are – online and on the street. To that end, 7-Eleven has planned some non-traditional approaches to this month's promotion in addition to unconventional advertising:

  • Getting Ripped – Giant tear-off pads of posters featuring art from Guitar Hero and Full Throttle Frozen Blast Slurpee will be posted at 484 outdoor locations near schools, transit stations, theaters, skate parks, beaches, etc., in eight major metropolitan areas.* (See below for participating markets.)
  • Mobile Screens – Media vans, each with a 6- by 12-foot video screen, will visit select 7-Eleven stores where visitors can play a version of Guitar Hero live.
  • Pickin' Slurpee – More than 10,000 custom guitar picks printed with Full Throttle Frozen Blast on one side and the website address on the other will be distributed at special events.
  • Hot off the Press – College students still read newspapers – their own. Full-color ads including Slurpee coupons will run in 21 college and university newspapers in 7-Eleven major markets.** (See below for participating markets.)
  • Slurpee Nation – A revamped Slurpee website is the hub of all the activities, including featured contests, Slurpee trivia games and the 4-1-1 on upcoming special events.

"Every month this summer – every week even – something new will be buzzing around Slurpee," Wilkins said. "Stay tuned. Slurpee is ready to rock!"

* Posters will be available in Baltimore-Washington, D.C., Los Angeles, San Francisco-Bay Area, New York, Chicago, Boston and Austin.
** Ads will appear in newspapers at select colleges in Boston, New York, Philadelphia, Baltimore, Norfolk, Detroit, Chicago, Kansas City, Dallas-Fort Worth, Austin, Denver, Phoenix, Seattle, Portland, Sacramento, San Francisco, Los Angeles and San Diego.

About 7 Eleven, Inc.

7 Eleven, Inc. is the premier name and largest chain in the convenience retailing industry. Based in Dallas, Texas, 7-Eleven operates, franchises or licenses more than 7,500 7-Eleven® stores in North America. Globally, 7-Eleven operates, franchises or licenses approximately 34,150 stores in 14 countries. During 2007, 7-Eleven stores worldwide generated total sales of more than $46.6 billion. Find out more online at

About Activision, Inc.

Headquartered in Santa Monica, California, Activision, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products. Founded in 1979, Activision posted net revenues of $1.5 billion for the fiscal year ended March 31, 2007.

Activision maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, the Netherlands, Australia, Japan and South Korea. More information about Activision and its products can be found on the company's World Wide Web site, which is located at

Cautionary Note Regarding Forward-looking Statements

Information in this press release that involves Activision's expectations, plans, intentions or strategies regarding the future are forward-looking statements that are not facts and involve a number of risks and uncertainties. Activision generally uses words such as "outlook," "will," "could," "would," "might," "remains," "to be," "plans," "believes", "may", "expects," "intends," "anticipates," "estimate," future," "plan," "positioned," "potential," "project," "remain," "scheduled," "set to," "subject to," "upcoming" and similar expressions to help identify forward-looking statements. Factors that could cause Activision's actual future results to differ materially from those expressed in the forward-looking statements set forth in this release include, but are not limited to, sales of Activision's titles, shifts in consumer spending trends, the seasonal and cyclical nature of the interactive game market, Activision's ability to predict consumer preferences among competing hardware platforms (including next-generation hardware), declines in software pricing, product returns and price protection, product delays, retail acceptance of Activision's products, adoption rate and availability of new hardware and related software, industry competition, rapid changes in technology and industry standards, protection of proprietary rights, maintenance of relationships with key personnel, customers, vendors and third-party developers, international economic and political conditions, integration of recent acquisitions and the identification of suitable future acquisition opportunities the timing and successful completion of the combination of Vivendi Games with Activision, the combined companies' success in executing planned strategies and achieving assumed synergies and cost savings, and foreign exchange rate changes. Other such factors include additional risk factors identified in Activision's most recent annual report on Form 10-K and subsequent quarterly reports on Form 10-Q. The forward-looking statements in this release are based upon information available to Activision as of the date of this release, and Activision assumes no obligation to update any such forward-looking statements. Forward-looking statements believed to be true when made may ultimately prove to be incorrect. These statements are not guarantees of future performance and are subject to risks, uncertainties and other factors, some of which are beyond our control and may cause actual results to differ materially from our current expectations.

Activision Publishing, Inc. is not a sponsor of this Sweepstakes. Activision's name and logo, and/or the "Guitar Hero" name, logo, and/or materials are used for purposes of promotion and/or prize description only and such use is not intended to suggest or imply Activision's participation, sponsorship, endorsement, or approval of this Sweepstakes.

Guitar Hero © 2005-2007 Activision Publishing, Inc. Guitar Hero is a trademark of Activision Publishing, Inc.

Microsoft, Xbox, Xbox 360, Xbox LIVE, and the Xbox logos are trademarks of the Microsoft group of companies.

Full Throttle Energy is a beverage brand of The Coca-Cola Company.



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