Wednesday, April 13, 2011

Get Hammered with Thor at 711

I am a simple man. I like my couch to be stain resistant and comfortable over all, the rest of my furniture to withstand a modicum of "play wrestling" and my fancy drink ware to feature movie heroes leaping into lenticular action. 711 has my hook up for that last bit, filling my growing collection with Terminators, Hulks, Weapon X's and Venoms over the years. Now...they lay the hammer down.

Blue Lightning Blast: A thunderous blast of Raspberry and Tangerine from the fine folks at Hawaiian Punch! Drop the hammer on your tongue with a thunderous new taste that could only have come directly from the magical world of Asgard. Side effects include a blue tongue and a powerful compulsion to wear tights and grow your hair out.

As a bonus to the festive tongue, you can redeem your Slurpee points for downloads like wallpapers and behind the scenes vid as well as a movie poster for your real wall in the really for real world. HAZAAAHH!

"In addition to the in-store promotion, special cups and straws, 7-Eleven has added an interactive social aspect with its recently launched Slurpee smart phone app. During the month of April, the app will be re-imaged with a Thor overlay, and visitors will be invited to check in via Foursquare at 7-Eleven stores around the country. With every check-in, Slurpee fans will accumulate prizes and Slurpee Rewards points redeemable by phone or at

Prizes include Thor mobile phone backgrounds, a Thor badge that shows up on the app with check-in, a one-month subscription to Marvel's digital comics and a 30-minute session with Slurpee secretary, 7-Eleven's online concierge service that provides services ranging from answering trivia questions to reporting on sports scores to helping with homework.

Thor fans also can use their Slurpee rewards points to view a three-minute, behind-the-scenes video on the making of the movie, produced by Marvel. The documentary short is available exclusively to 7-Eleven's Slurpee Rewards participants ( April 1-15, after which Marvel will release the piece publicly.

7-Eleven has created 10 different collectible cups for its Slurpee and Big Gulp beverages, including two limited-edition molded plastic mugs featuring Thor and the Destroyer, one of the villains in the movie. Among the eight collectible cups are featured Thor's nemesis and step-brother Loki, and Sif, a goddess who carries a big sword ... and a torch for Thor.

Aptly-named Blue Lightning Blast, the bright, turquoise blue Slurpee flavor is described as a thunderous blend of raspberry and tangerine flavors made by Dr Pepper.

Character spoon-straws have been growing in popularity since 7-Eleven introduced them four years ago. For April, exclusive spoon-straws feature the same four movie characters as the cups - Thor, Destroyer, Loki and Sif - in action-figure form for a suggested retail price of $1.99 each.

"There's a reason for the particular success of Super Heroes at 7-Eleven," said Rita Bargerhuff, 7-Eleven, Inc. 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."

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