7-Eleven among the advertisers salivating over new 'X-Men' film

Posted on Tue Mar 31 2009


The Blob can't just count on his thick hide to save him from Wolverine's razor-sharp claws. He needs liquid fortification ... from a giant Slurpee? It's a winking bit of product placement that fans will see in the upcoming summer tentpole X-Men Origins: Wolverine, with the villain chugging the popular 7-Eleven drink during a key scene. (He gets his blubbery butt kicked anyway). 
  The convenience-store chain will be an X-Men headquarters of sorts, with a new "mutant berry" Slurpee flavor, collectible Big Gulp cups and straws featuring the Marvel superheroes, an X-Treme Energy Cappuccino with Red Bull amounts of caffeine, and a stainless-steel mug with Wolverine's trademark slashes. The deal to hype the flick's May 1 release is part of a studio effort "to look at the property in a different way and challenge partners to do something unique that we haven't seen in the previous incarnations," says Rita Drucker, Fox's senior vp of feature film promotions. Wolverine is the fourth installment in the $1 billion-plus-grossing action-movie franchise.
  Other marketers jumping on the superhero bandwagon: Papa John's is offering a themed value meal and a coupon for the first three X-Men movies on Blu-Ray; the milk-moustache "Got milk?" campaign is using Wolverine as a strong-bones spokesman; and Schick Quattro Titanium trimmers and shavers are advertising him as an example of someone desperately in need of its products (he's a hairy dude!). Let the summer blockbuster season, and the brand tie-ins that love it, begin.

—Posted by T.L. Stanley

Papa John's will keep an eye on the kickoff at Super Bowl XLIII

Posted on Tue Jan 20 2009


America, get ready: Papa John's wants you to enjoy its pizza for really cheap—in the event of an extremely unlikely beginning to Super Bowl XLIII.
  The pizza maker will sell you a large one-topping pie for a mere quarter (yes, 25 cents) if and only if the opening kickoff is returned for a touchdown—and if you've signed up on their Web site in advance. The company has launched TheCountdownToKickoff.com, starring former Heisman Trophy winner and Super Bowl MVP Desmond Howard. (Howard holds the record for the longest touchdown kickoff return in Super Bowl history: 99 yards in 1997.) The company is also relaunching its Facebook fan page to support the promotion.
  A kickoff return for a touchdown to open a game? Doesn't happen often. But in fact, it did happen at the beginning of Super Bowl XLI just two years ago. See, Papa John's really is your friend.

—Posted by Elaine Wong



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