The folks behind Guitar Hero: Aerosmith are teaming up with 7-11 for a Slurptastic promotional campaign for the rockin’ game to be rolled out this month.
Yes, Activision, Microsoft and Coca-Cola have united with 7-11 to launch Full Throttle Frozen Blast Slurpees, which are made with Coca-Cola's energy drink Full Throttle. Characters from the game, which features not only the music of Aerosmith but other Aero-aligned rockin’ acts such as Mott the Hoople and Cheap Trick, will appear on Slurpee cups. Plus, a slurpee.com contest will let users upload codes from the Full Throttle Frozen Blast Slurpee cups for a chance to win a copy of the game and points.
"The sweet spot of the core Slurpee customer is between 18 and 24 years old," said Jay Wilkins, brand manager for Slurpee and Big Gulp beverages, in a statement. "Our goal is to keep Slurpee as cool today as it was to teens and young adults in the 1960s when it was introduced."
Ads will appear in 21 college newspapers, outdoor posters will go up in 484 locations near schools, skate parks and transit stations. Vans armed out with 6 foot by 12 foot video screens and Guitar Hero will cruise to select 7-11's and allow people to play the game. Guitar picks with the words "Full Throttle Frozen Blast" and slurpee.com will even be distributed at events across the country.
I would say this is an example of a great rock band selling out…but Aerosmith have sold out so many times over the years (beginning 20 years ago when they appear in the Bee Gee’s Sgt. Pepper movie) that at this point a 7-11 tie-in is practically street cred!
Billboard.com: 7-11 Ramps Up 'Guitar Hero: Aerosmith' Backing