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7-Eleven dips its toes in cinema marketing with Marvel

“This April, Hong Kong will never be the same again. The super heroes will have a new base” is the tagline to kick start 7-Eleven’s new redemption programme in teaser video that you’ll see on cinema silver screens.

For its latest redemption programme, 7-Eleven has teamed up with Marvel to unveil a set of 10 figurines of well-known heroes from the Hollywood blockbuster Avengers: Age of Ultron, which opens on 8 April.

Created by Leo Burnett and Maxus, the campaign leads with a 15 second teaser to run in selected cinemas from 2 April.

Apart from the executions in cinemas, the campaign is backed by outdoor, including MTR interactive posters, escalators and product displays at cinemas ticketing booths.

From next week, a set of 10 figurines will be available at 900 7-Eleven stores across Hong Kong and Macau. They include Iron Man, Captain America, Thor, Hulk, Hawkeye, Nick Fury, Black Widow, War Machine; together with new comer “Hulkbuster” and villain “Ultron”.

The redemption programme marks the first time 7-Eleven to run teasers at cinemas.

“Many of our core customers are movie lovers and big fans of super heroes,” Rose Yeung, director of sales and marketing at 7-Eleven Hong Kong and Macau, told Marketing.

“The purpose of this teaser video is to arouse their curiosity and awareness of our programme. It is the right channel with right timing.”

She said the cinema engagement strategy echoes research findings that its customers are younger people who are willing to spend.

7-Eleven will also wrap selected stores across Hong Kong, turning them into a new base for the Avengers team. Creative components of the campaign are handled by Leo Burnett; media duties are taken up by Maxus; while digital is handled by Agenda.

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