Zynga and 7-Eleven Start Cross-Promotion Partnership

An old American icon has just met a newer one: starting June 1st, people who buy a Slurpee from 7-Eleven will also have a chance to get an “uber” gift in FarmVille. The convenience store chain has teamed up with Zynga for an extensive campaign that includes several more of its in-store items, as well as the Zynga games Mafia Wars and YoVille.

The partnership marks the latest incursion of social games into retail stores. The most visible, of course, are the ubiquitous virtual currency gift cards that are already sold at 7-Eleven and other chain stores.

This promotion is far more extensive than others we’ve seen, though. In all, there are 21 pairings of real world and virtual goods, plus three uber gifts that players have to buy multiple 7-Eleven products to unlock. Your nearest 7-Eleven may be blanketed with Zynga material; and beyond the store, the partners are even producing video ads featuring MTV stars, and will also advertise in print and radio.

Of course, 7-Eleven is likely to benefit as much as Zynga. With well over 100 million players just between the three promotional games, there should be a steady stream of players coming into 7-Eleven to buy Slurpees — not to mention other, less well-known 7-Eleven products like the store’s branded ice cream.

And Zynga is covering its own bases, in terms of keeping players addicted, by requiring that players complete in-game tasks to get their virtual “gifts”. Some of those gifts will require pretty intensive in-game efforts to acquire, like having to achieve mastery of a new crop in FarmVille to complete the offer.

The promotion will only run until June 15th, so we’ll be able to report back fairly quickly on whether Zynga’s stats receive a bump from the partnership.

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7 Responses to “Zynga and 7-Eleven Start Cross-Promotion Partnership”

  1. This Week’s Headlines on Inside Social Games says:

    [...] Zynga and 7-Eleven Start Cross-Promotion Partnership [...]

  2. Top 25 Facebook Games for June 2010: Big Titles Continue to Plummet says:

    [...] active users. With the tremendous amount of marketing being done by the company, however, like partners such as 7-Eleven, it will be curious to see how things go next [...]

  3. Facebook Launches Gift Cards for Credits Virtual Currency at Target says:

    [...] they and other developers have been going through a variety of retail partners, too, including 7-11 convenience stores, coin exchange kiosks, and other [...]

  4. World domination powered by carrots - eatdrinkdo by mette says:

    [...] example; Zynga, FarmVille’s developer, is running a promotional campaign in association with the 7-Eleven grocery chain. Certain food purchases will award gamers codes for online items, for example an ice [...]

  5. Social gaming trends for 2011 | 香港新媒體協會 says:

    [...] include household names such as Volvo, Disney, McDonald’s and 7-Eleven. In terms of hard, tangible metrics, social gaming has shown to be highly profitable, thanks [...]

  6. 19 ways to monetize or improve monetization of mobile, social, and casual games « Electronic Scribble says:

    [...] their game as a brand to sell the complementing real world goods. Some of the examples include Zynga and 7-Elevan cross promotion and Rovio’s Angry Bird Plush [...]

  7. Four Things MMOs Get Wrong « One More Level says:

    [...] Don’t worry though, guys! They’re not just pissing you off online, now; they’ve struck a deal with 7-11 and you can be bombarded with Mafia Wars and Farmville any time you go for a pack of smokes and a [...]

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