In what is being billed as a reverse product placement, 11 stores from the 7-11 chain have been temporarily converted into Kwik-E-Marts. That would be the fictional convenience store from the animated television show The Simpsons. All part of a promotional tie-in to the new Simpsons feature film, there will also be several products based on ones in the show sold in the stores and in other 7-11s as well. You'll be able to buy KrustyO's cereal. (No Duff beer, however.)
DALLAS - Over the weekend, 7-Eleven Inc. turned a dozen stores into Kwik-E-Marts, the fictional convenience stores of "The Simpsons" fame, in the latest example of marketers making life imitate art.
Those stores and most of the 6,000-plus other 7-Elevens in North America will sell items that until now existed only on television: Buzz Cola, KrustyO's cereal and Squishees, the slushy drink knockoff of Slurpees.
It's all part of a campaign to hype the July 27 opening of "The Simpsons Movie," the big-screen debut for the long-running television cartoon, which loves to lampoon 7-Eleven as a store that sells all kinds of unhealthy snacks and is run by a man with a thick Indian accent.
For 20th Century Fox Film Corp. and Homer's creators at Gracie Films, the stunt is a cheap way to call attention to their movie, since 7-Eleven is bearing all the costs, which executives of the retail chain put at somewhere in the single millions.
At 7-Eleven, they're hoping it shows the ubiquitous chain has a trait seen in few corporations — the ability to laugh at themselves.
"We thought if you really want to do something different, the idea of actually changing stores into Kwik-E-Marts was over the top but a natural," said Bobbi Merkel, an executive for of 7-Eleven's advertising agency, FreshWorks, a unit of Omnicom Group Inc. "It shows they get the joke."
The monthlong promotion has been rumored a long time — it's hard to keep a secret known by so many suppliers and franchisees — but 7-Eleven managed to keep the locations of the stores quiet until early Sunday morning. That's when the exteriors of 11 U.S. stores and one in Canada were flocked in industrial foam and given new signs to replicate the animated look of Kwik-E-Marts.
The U.S. locations where a 7-Eleven store was transformed into a Kwik-E-Mart are New York City; Chicago; Dallas; Denver; Burbank, Calif.; Los Angeles; Henderson, Nev.; Orlando, Fla.; Mountain View, Calif.; Seattle; and Bladensburg, Md.
Well, it will be interesting to see how this works out. Some people are already complaining. The Denver Post quotes one person:
But Robert Passikoff, president of Brand Keys Inc., called the campaign "'Field of Dreams' branding," saying that companies mistakenly assume attaching themselves to a popular brand will result in increased sales - if they build it, dollars will come.
"Do you remember when Oprah gave away a bunch of cars on her show?" he asked. "Do you remember what brand of cars they were? No one does."
The free cars were Pontiac G6s. Pontiac's sales dropped overall the next quarter, Passikoff said.
Passikoff also pointed out the irony of trying to promote fresh food by associating with a cartoon store known for year-old rancid hot dogs and overpriced, month-old milk.
"They would have been better off doing a tie-in with 'Ratatouille'," he said, referencing Pixar's just-released animated feature about a rodent aspiring to gourmet chef superstardom. "At least that movie deals with fine foods."
And the professionally offended haven't even started yet. But my guess is that there will be a rush to get some of the special products. Think of it as the Pet Rock for the new millennium.