7-Eleven once again teams with Fox and the NHL to create an
"extensive in-store marketing/merchandising program" which will
include a consumer sweepstakes, according to Brockinton &
Reynolds of INSIDE MEDIA. This is 7-Eleven's "latest in a series
of similar partnerships" with Fox and other pro leagues,
including the NFL and MLB. 7-Eleven Advertising & Promotions
Development Manager Charlie Thomas said the chain will "likely"
buy ad time on Fox's regular season NHL coverage, and may
possibly be the presenting sponsor of Fox's All-Star coverage.
The "lure" of the hockey is that 7-Eleven's major customers are
18-34-year-old males, "the NHL's primary demographic." In
January and February, 7-Eleven will offer NHL-themed coffee mugs
along with Fleer hockey cards. Certain mugs contain instant-win
game pieces with grand prize an NHL-sponsor Dodge Dakota sports
truck. Other prizes include tickets to the Stanley Cup Finals,
and free use of a PrimeStar satellite system for a year. 7-
Eleven will also team with Anheuser-Busch to install NHL-themed
Bud and Bud Ice displays, and there will be an NHL-related promo
tied to the use of 7-Eleven's ATM machines (INSIDE MEDIA, 10/16
issue).
