KIWK-E-MART revolution

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 cms 300x375 4349518 KIWK E MART revolutionAs you have all probably heard by now, 7-11 has converted a dozen of its stores into Kwik-E-Marts to tie-in to the launch of THE SIMPSONS movie.

Over the weekend, 7-Eleven turned a dozen stores into Kwik-E-Marts, the fictional convenience stores in The Simpsons, 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.


You can find a store near you here.
This is a triumph of cross-brand promotions, as AdAge reports

The retail chain and FreshWorks, an Omnicom Group virtual-agency network led by Tracy Locke, Dallas, created more than 1,000 customized in-store displays and signs to bring the cartoon world to life. With the kind of detail reserved for Hollywood back lots, the transformation is all-encompassing — from exterior walls and signs to store fixtures and employee uniforms and name tags. Even donation canisters and ATMs will be made over with Krusty’s Kids and First Bank of Springfield logos. Stores will be made over by 6 a.m. July 1 in the U.S. and July 3 in Canada. Completing the environment, nine life-size characters from the show will be placed in and out of each store, including Homer, Marge, Lisa, Maggie, store owner Apu, Chief Wiggum and Comic Book Guy. In addition, senior citizen Jasper will be hiding in the bagged ice freezer, and Bart and Milhouse will hang out on each stores’ roof. KrustyO’s frosted cereal, one of several products that will go on sale to further blur reality and fiction.


Meanwhile for those who can set aside the wonder of cross-platform brand marketing, Chris Radtke at UGO has a video tour. Perhaps this will have to stand in for the real things, as apparently the stores are quite crowded

But last night, a stop into the “Kwik E Mart” on 42nd street in Manhattan just after Midnight offered a near mob scene more appropriate to Times Square, three blocks away. The store manager, who like his employees sported a Kwik E Mart uniform (he got to be Apu), said that he has never had this kind of crowd in the store… ever. And The Simpsons branded stuff was a big focus. There was also traditional traffic (I was buying Pellegrino), but the discussion over whether to buy the $4.59 boxes of KrustyOs (limit one per customer) or the Simpsons watches were going fast and furious. (There was only one of the Simpson phrase players left.) And customers were disappointed, asking for Buzz Cola (corrected) that was long sold out, though a new delivery late in the week was promised. Ironically, I was on CNBC in the morning discussion product placement in films and never really thought about this stunt, which was similar, but much more successful to New Line’s efforts with White Castle a couple of years ago. The difference, of course, is that The Simpsons is a brand of great standing for well over a decade.

We’re hoping to make our own pilgrimage very soon, and will have all the details.

Pictures
[Some links via Wayne Beamer at Comics Alliance]

Comments

  1. Torsten Adair says:

    The Times Square store is kind of a cop out. Having been a fan since his Life In Hell strips, to get the Springfield/7 11 experience, you should drive to a store somewhere in the burbs at around 2 am. There is something about allnight businesses which exist in cities where the traffic lights turn into stop signs at 2 AM because there is hardly any traffic. (Omaha, for example. A blinking red light means stop, then proceed if no traffic.)
    Of course, no one mentions the numerous amateur reproductions of the Androids Dungeon in this country…

  2. I agree the Times Square doesn’t pull the illusion off as well as the small town ones…the exterior only has little tiny signs instead of a big marquee. I covered the NY store for my blog the first day the store opened, before it had been swamped. Pictures here: http://geekanerd.blogspot.com/2007/07/best-pr-stunt-ever-kwik-e-mart-comes-to.html

  3. Raphe Cheli says:

    I couldn’t think of a worse place to put the Chicago location — 6300 West 63rd St? Come on. That would be like putting one in the middle of Yonkers. I’d love to go see it, but I’m at 6400 North (1400 West), so that means it’s around 177 blocks away from me.

  4. Tom Stidman says:

    I have to travel about 50 miles from my house to Bladensburg, MD. I hope that there is one in San Diego just to see one and buy a Buzz Cola. My local 7/11 has the Buzz Cola at least.

  5. Happy am I, for I have just discovered a Quickie Mart in Mountain View,
    home of Lee’s Comics!

    They could not have picked a better city!

    Squishees tomorrow!

    – Lee

  6. You know, there are so many Springfields in America you’d think there’d be a few that had 7/11’s that they could have transferred.

  7. Kiel Phegley says:

    We went to the TImes Square store on the 4th, and everything was sold out. Seeing Jasper in the ice case was pretty sweet, though.

Trackbacks

  1. [...] Para ahora ya te debes haber enterado del último movimiento para publicitar la nueva película de los Simpson en Estados Unidos, que consistió en convertir a varias tiendas 7-11 a Kiwk-E-Marts, llenas de artículos de la serie de televisión como Buzz Cola, KrustyO’s y Slurpees. TheBeat nos informa del éxito que esta campaña ha tenido y como la gente se amontonó en el Kiwk-E-Mart de la calle 42 en Manhattan, dispuesta a consumir toda la parafernalia disponible. Desgraciadamente no hay cerveza Duff, ya que la película está clasificada PG-13. [...]

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