As part of a marketing campaign to promote the July 27, 2007 opening of The Simpsons Movie, a dozen 7-Eleven stores throughout the US & Canada have been transformed into Kwik-E-Marts. The only Kwik-E-Mart in Canada is located in Coquitlam, British Columbia. As a fan of The Simpsons since it’s first debut on The Tracey Ullman Show, I was completely shocked by the realistic outdoor facade encapsulating the 7-Eleven store front.
The crowd was definitely busy taking photos outside of the store. I entered to find more people getting their photos taken with the life-sized cartoon characters. After shooting some photos myself, I spoke with the manager, Parkar (on the right with Apu Nahasapeemapetilon – click to enlarge), and got permission to put his photo here. Since this is the only Kwik-E-Mart in Canada, Parkar tells me that the store has been busy 24-hours a day. As I mentioned, the line-up started outside of the store. Upon entering, you had to walk single-file to pick up merchandise before lining up again at the cash register. Only when customers exited the store would the security guard let more people in. Talk about efficient crowd control at the Kwik-E-Mart!
It’s a marketer’s dream to place products in movies and television. It is even more amazing when reverse product placement happens! Customers can now buy popular Simpsons products like Squishees (the 7-Eleven slurpee knock off), Buzz Cola, Krusty-O’s (breakfast cereal) and even Homer’s sprinklicious pink donuts with sprinkles. Get yours soon before they are gone. Rumour has it that products will only stay on shelves until the end of this month!
Here are some photos from the Coquitlam, BC, Canada Kwik-E-Mart! Click to view a larger version.
For anyone wanting to visit the only Kwik-E-mart in Canada, here is a map for the Coquitlam Kwik-E-Mart.
The evolution of movie marketing. I remember the days of 1 theatre showing 1 movie that would play for months. The good movies would spread by word of mouth and were always filled with line ups around the block. The old fashion way of creating hype. Eventually the multiplexes came and the longevity of a movie at the theatre would last 3-4 weeks. Then the marketing madness came along and promos would fill tv/radio/internet/newspaper ads, billboards and even the side of buses to the point where marketing is now 20%-30% of a movie’s budget. A movie would be deemed successful if it made back 30% on opening weekend. Then the cycle would continue again when the movie is released on DVD 3 months later. So I applaud the Simpsons marketing team for such a creative campaign in an already overstaturated movie marketing season.
Post July 27th, you will be bombarded with ads for the third Bourne film and the third Rush hour film. The question is, will you have tuned out movie marketing after all the Harry potter Madness?
I visited one of the Kwik-E-Mart’s in the US and it too has been very busy lately. Truth is though, there isn’t a whole lot to really see.
Even though there isn’t a lot to see like the previous commenter stated, I think it’d be just a cool little experience, especially if you’re a fan of The Simpson’s. Great marketing too.
Man, I wish I could have been there to see the store. That would have been hilarious. I think it was a smart marketing move fot the Simpson’s and 7/11.