After months of speculation, the convenience chain has revealed details of its “most massive and complex” monthlong promotion for the July 27 release of “The Simpsons Movie.” Starting today, the marketer will remodel overnight a dozen stores in the U.S. and Canada into the Kwik-E-Marts of the cartoon family’s fictional Springfield, USA hometown.
The CMO of 7-Eleven seems to be going along with the joke as he said:
“When you’re the industry leader, others may want to stereotype or poke fun at you, we get the joke and want to have a little fun with our customers and fans of ‘The Simpsons.'”
Set in Chicago; Dallas; Denver; Burbank, Calif.; Los Angeles; Las Vegas; New York; Lake Buena Vista, Fla.; Seattle; Mountain View, Calif.; Bladensburg, Md.; and Coquitlam, B.C., Canada (on July 3), the stores will remain in drag through the July 27 movie premiere. The stores will switch back to 7-Elevens at the end of the month.
The whole article can be read at AdAge.