Wake Up With A "Hot Brazilian"!

Dallas convenient store, 7-Eleven, is broadening their media range to attract younger customers by using a type of 'sex sells' attitude.

They have come up with an online virtual dating game that offers consumers to wake up with a "Hot Brazilian." The so called hottie they're mentioning being coffee. The game, at http://www.the711club.com/, takes players to a place where they can select a 'date' from a choice of good looking men and women. While playing this game, you can navigate through different nightclub scenes and choose pick-up lines to pull on your 'date.' They can then respond on how successful your line may be. If you receive a certain amount of points you can score a free "Hot Brazilian" coffee and a map to the nearest 7-Eleven store.

The game will run through Dec. 31 and is targeted at a younger coffee drinker ranging from ages 18 to 34, says Stephanie Hoppe, 7-Eleven Senior director for marketing.

"7-Eleven wants to promote our great-tasting Brazilian Bold to a younger generation of coffee drinkers," Hoppe tells Marketing Daily. "We know they like reality shows, interaction and gaming, so we created the perfect blend of online entertainment. The marketing of our Brazilian Bold flavor is supported by the tag line of "Wake Up with a Hot Brazilian," so the game ties in well with the overall campaign and appeals to the target audience."

The PR company, Ketchum, created the game which will be promoted through online and social media, while the stores will be promoted using traditional media and radio airings.

Overall, I agree with targeting a younger crowd for their goal, but how they are going about it seems overrated. An online dating game for coffee? Mixing E-Harmony and cheesy pick-up lines seems desperate to me, but I guess it gets the point across.

Information from PR Week and Media Post. For more information visit, www.7-eleven.com