Monday, May 7, 2018
7‑Eleven Becomes Deadpool 2 HQ, Launches First In-Store AR Experiences
IRVING, TEXAS (May 07, 2018 ) – To celebrate the new movie, DEADPOOL 2, in theaters May 18, everyone’s favorite Merc with a mouth, has made his mark (literally) at 7‑Eleven® stores nationwide. 7‑Eleven has launched exclusive Deadpool themed products, sweepstakes promotions, and its first ever augmented reality (AR) in-store experience that literally brings Deadpool into the store, exciting fans with new surprise activities each week. All AR activities can be accessed through the 7‑Eleven mobile app.
In 2016, the original Deadpool movie from 20th Century Fox broke multiple box office records, including the biggest opening weekend ever for an R-rated movie. Ryan Reynolds is back as the smack-talking Marvel anti-hero in the much-anticipated second coming.
Coast to coast, inside and out, participating 7‑Eleven locations are blanketed with messages, doodles, and thoughtful musings from everyone’s favorite hero.
“We are bringing an unprecedented level of excitement to 7‑Eleven this summer. Our customers love Deadpool, and our collaboration includes exclusive products and an amazing in-store augmented reality experience that is among the first of its kind at any retailer,” said Sean Thompson, 7‑Eleven senior vice president and chief customer officer.
“Deadpool fans can come to our stores and find fun collectibles and different augmented reality experiences unlocked each week through our app,” he added. “We hope people will play along with us – virtually and in real life – and share their experiences with friends and family on social media.”
Exclusive Deadpool-branded items from collectible Slurpee® cups and straws to chimichangas, Monster Mutant bottled energy drinks, Mike’s Harder Watermelon Lemonade and Trolli Sour Brite Tiny Hands candy can be found at participating stores.
“To make this even more exciting, 7‑Eleven is launching an Augmented Reality (AR) gaming experience, first of its kind in retail, with Deadpool,” said Gurmeet Singh, Chief Digital and Chief Information Officer. “Fans can interact with Deadpool and have fun experiences in the 7‑Eleven app, unlocking different experiences each week exclusively in the stores nationwide and in Canada. The fans will also be able to share their interactions with Deadpool inside a 7‑Eleven store with family and friends. We think Deadpool fans will love seeing him come to life in our stores.”
By scanning the 7‑Eleven app at checkout, customers can earn 7Rewards® loyalty program points and enter a contest for a chance to win prizes such as movie tickets, a trip to Las Vegas and more. But the biggest news is the in-store AR that invites Deadpool fans to engage in fun virtual activities (new ones each week) to earn 7Rewards bonus points.
While Deadpool evokes “maximum effort” to fight the bad guys in the movie, jumping into the Deadpool AR experience at 7‑Eleven stores is easy. All it takes is the 7‑Eleven app.
Here’s how it works:
That’s the augmented reality part of the Deadpool 2 experience. The real-life part can be found in the exclusive items at participating stores.
“Deadpool definitely left an impression at their stores,” said Zachary Eller, executive vice president of Marketing Partnerships at 20th Century Fox. “Great to see that 7‑Eleven has truly embraced the ‘creative genius’ that is Deadpool with this program.”
Here is the Deadpool 2 product mashup:
For its marketing campaign, 7‑Eleven is meeting Deadpool fans where they are – in movie theaters and online. Cinema advertising is a first for 7‑Eleven, and the company will activate on movie screens in 13 markets across the U.S.
“With Deadpool, you learn to expect the unexpected,” Thompson said. “7‑Eleven has a few more surprises planned as well, both inside and outside the store, and when you least expect it. Stay tuned. The fun is just beginning.”
7‑Eleven encourages fans to share their Deadpool experiences with photos on Twitter, Facebook and Instagram using the hashtag #DPx7E. Not a 7Rewards member? Customers can sign up for 7Rewards via the mobile website, 7Rewards.com, by messaging “7Rewards” to the Facebook Chatbot on Messenger, or by using a physical loyalty card.
Deadpool 2 opens nationwide May 18.
About 7‑Eleven, Inc.
7‑Eleven, Inc. is the premier name and largest chain in the convenience-retailing industry. Based in Irving, Texas, 7‑Eleven operates, franchises and/or licenses more than 66,000 stores in 17 countries, including 11,600 in North America. Known for its iconic brands such as Slurpee®, Big Bite® and Big Gulp®, 7‑Eleven has expanded into high-quality salads, side dishes, cut fruit and protein boxes, as well as pizza, chicken wings, cheeseburgers and hot chicken sandwiches. 7‑Eleven offers customers industry-leading private-brand products under the 7-Select® brand including healthy options, decadent treats and everyday favorites at an outstanding value. Customers also count on 7‑Eleven for bill payments, self-service lockers and other convenient services. Find out more online at www.7‑Eleven.com, via the 7Rewards® customer-loyalty platform on the 7‑Eleven mobile app, or on social media at Facebook, Twitter and Instagram.
About Deadpool 2
After surviving a near fatal bovine attack, a disfigured cafeteria chef (Wade Wilson) struggles to fulfill his dream of becoming Miami’s hottest bartender, while also learning to cope with his lost sense of taste. Searching to regain his spice for life, as well as a flux capacitor, Wade must battle ninjas, the yakuza and a pack of sexually aggressive canines, as he journeys around the world to discover the importance of family, friendship and flavor – finding a new taste for adventure and earning the coveted coffee mug title of World’s Best Lover.
About Twentieth Century Fox Film
One of the world’s largest producers and distributors of motion pictures, Twentieth Century Fox Film produces, acquires and distributes motion pictures throughout the world. These motion pictures are produced or acquired by the following units of Twentieth Century Fox Film: Twentieth Century Fox, Fox 2000 Pictures, Fox Searchlight Pictures, Twentieth Century Fox Animation and Fox Family.