7-Eleven is targeting its Brazilian Bold coffee to young coffee drinkers with a new virtual online dating game. Players go to http://www.the711club.com where they select a “hot” Brazilian date from a group of men and women. The game takes the player through different night club scenarios where they have to answer the correct pickup line. If you earn enough “mojo” points you get a coupon for a cup of hot Brazilian coffee with a map to the nearest 7-Eleven location. The game will run until Dec. 31.
Ketchum created the game which is being promoted in various social media channels, in-stores, and on the radio. They feel 18-34 year old consumers will respond to their marketing campaign because of the interactivity and online presence.
Other features include a dance off game where players show off their dance moves by trying to stay in rhythm with their date. You can also send a picture of your face superimposed to a hot body with your “date” via email or post it to your social media page.
I think it is a fun idea to tie hot Brazilian coffee with “hot” Brazilians, but I don’t understand why it takes place in a nightclub. The nightclub theme doesn’t make me think of coffee. Overall, I think the game is a lot of fun and it is a good way to get young coffee drinkers to come in to 7-11 by giving them a free coupon for playing the game.
Other features include a dance off game where players show off their dance moves by trying to stay in rhythm with their date. You can also send a picture of your face superimposed to a hot body with your “date” via email or post it to your social media page.
I think it is a fun idea to tie hot Brazilian coffee with “hot” Brazilians, but I don’t understand why it takes place in a nightclub. The nightclub theme doesn’t make me think of coffee. Overall, I think the game is a lot of fun and it is a good way to get young coffee drinkers to come in to 7-11 by giving them a free coupon for playing the game.
3 comments:
Haha. I went and played it. It was kinda fun, very cheesy, especially with the coffee the next moring. They definalty got their point across.
I'm not sure that a coffee campaign should be "sexed up". After playing this game, coffee is the last thing I wanted. And relating 7-Eleven with "hot babes" is something that feels a little shameful. At least at the 7-elevens by my house; you either gotta pay for them, or they are guys. 7-Eleven babe watchers beware!
This makes me laugh. I'm not sure how I feel about it, I just don't think coffee and sex go hand in hand.
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