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.
The idea grew out of conversations between Fox and 7-Eleven’s advertising agency.
“We wanted to make sure the movie stands out as a true cultural event this summer,” said Lisa Licht, a marketing vice president at Fox. “It has to stand out from other summer movies and TV shows.”
The Fox/7-Eleven deal is an example of a practice called reverse product placement. Instead of just putting products prominently in a movie or TV show, fake goods move from the screen to reality.
In some cases, 7-Eleven has contracted with manufacturers of similar products to make their Kwik-E-Mart counterparts. Malt-O-Meal, the Northfield, Minn., cereal maker, will conjure up a recipe for KrustyO’s, for example. In others, existing products will simply be renamed. One flavor of 7-Eleven’s own Slurpee will be sold as “WooHoo! Blue Vanilla” Squishee for the month.
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