Kmart, Burger King, Push 'Hulk'
June 10, 2008
Retailers are flexing
their marketing muscles to help promote the upcoming
release of “The Incredible Hulk” with products, an
instant-win game and gifts cards.
7-Eleven is rolling out green-colored Slurpee drinks in
3-D cups featuring images of “The Hulk” characters as
part of its Summer of Slurpee campaign (Promo Xtra, June
June’s featured flavor is Radiation Rush, a frozen drink
mimicked after the Hulk’s coloring, made with
strawberries, pineapple, lime and guarana. Each comes
with collectible straws and magnetic movie characters.
The convenience store has also created a new sandwich,
dubbed the Hulk Hero. 7-Eleven is offering the turkey
and cheese submarine sandwich with a 32-ounce Incredible
Gulp fountain drink as part of the Hulk It Up meal deal
for $3.99. Customers can also buy a giant sugar cookie
and green cream-filled donut that feature the Hulk’s
Beyond food, 7-Eleven has teamed up with Marvel Comics
to sell a special 28-page “The Incredible Hulk” comic
book. The special edition offers an interview with comic
artist genius and Hulk creator Stan Lee and pullout
mini-posters for $4.99.
The company has also partnered with GameStop to promote
the film. People who buy a Radiation Rush Slurpee
machine or an Incredible Gulp can pick up coupons
redeemable at participating GameStop stores for a $5
discount off Sega’s “The Incredible Hulk” video game due
out this month. When people use the coupon, they will
receive an offer for a $5 7-Eleven gift card.
7-Eleven is promoting the tie-in with a 6-foot likeness
of the movie character around Slurpee and Incredible
Gulp machines, as well as on its http://www.Slurpee.com
This effort marks the second time since 2003 that the
chain has partnered with Marvel and Universal for a
TPN developed the relationship between 7-Eleven and film
producers Universal Studios and Marvel Studios.
TracyLocke was in charge of the creative for the chain’s
radio advertising, in-movie billboard and artwork for
the Slurpee and fountain soft drink machines. Integer
handled the Web elements.
Meanwhile, Kmart has created “Incredible Dad” Hulk gift
cards to support its “Incredible Dads” Father’s Day
promotion. People who spend $50 on Kmart gift cards will
receive “movie money” redeemable for up to two
admissions to the Incredible Hulk,” due out June 13.
The retailer has also launched a text-to-win instant-win
game, offering the chance at a trip for four to the
Universal Studios Orlando theme park through June 15. To
enter, people text the word ‘Hulk’ to shortcode 56278.
Five first-prize winners will receive a $100 Kmart gift
card. Lesser prizes include movie-themed merchandise.
Kmart is supporting the promotion with TV spots, print
ads in circulars, radio promotions, ring tones,
wallpaper and screensavers and online marketing,
including e-mail blasts and a microsite at http://www.kmart.com/hulk.
In-store P-O-P, radio ads and themed shopping bags also
promote the tie-in.
Burger King Corp. has launched a line of six toy
premiums tied to the film as part of its Kids Meal
program. The company is also distributing a Kmart toy
coupon through the Kids Meal initiative, through its
e-mail database and online at http://www.bk.com/hulk. It
will also feature the promotion in its Adventures
NMA Entertainment & Marketing executed the Universal
“The Incredible Hulk” tells the tale of scientist Bruce
Banner as he hunts for a cure to the gamma radiation
that poisoned his cells and unleashes a force of rage
within him known as The Hulk. Banner struggles to avoid
the pursuit of his nemesis, General Thunderbolt Ross)
when he encounters a new adversary known as The
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