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7-Eleven, Kmart, Burger King, Push 'Hulk'


Amy Johannes


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 9, 2008).

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 image.

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 Web site.

This effort marks the second time since 2003 that the chain has partnered with Marvel and Universal for a “Hulk” tie-in.

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 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 It will also feature the promotion in its Adventures Newsletter.

NMA Entertainment & Marketing executed the Universal partnership.

“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 Abomination.




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