7-Eleven, Pepsi Max Unleash WWE Promos | Adweek
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7-Eleven, Pepsi Max Unleash WWE Promos

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7-Eleven and Pepsi Max will sponsor World Wrestling Entertainment’s 2009 SummerSlam pay-per-view event airing on Sunday, Aug. 23.

Presenting partner 7-Eleven will launch a four-week nationwide storefront branding campaign that kicks off July 31 and runs throughout August at more than 5,400 locations. WWE Superstars John Cena, Triple H, Edge, Undertaker and WWE Diva Kelly Kelly will each be featured on a collectible Super Big Gulp cup. 7-Eleven stores will offer other wrestling-themed promotional products. such as the SuperSlam Sub and the 3-Count Meal Deal. Additionally, WWE POP will grace storefronts, windows, food and beverage dispensers and other displays.

7-Eleven customers who buy a special SummerSlam edition of WWE magazine will receive a poster of Jeff Hardy. WWE has produced a 7-Eleven TV ad starring Kelly Kelly, which will debut on Monday Night Raw and various sports programs.

Participating partner Pepsi Max will hold fan events the two days preceding SummerSlam, which will take place at Staples Center in Los Angeles. On Aug. 22-23, the Pepsi Max FANtasy tour truck will stop at SummerSlam Axxess, WWE’s fan festival in the adjacent Nokia Plaza, where visitors will be treated to free samples of Pepsi Max. Pepsi Max is also running a sweepstakes at WWE.com to send fans to WrestleMania XXVI in Glendale, Arizona. This is Pepsi’s first deal with WWE.

“If you envision what studios do with films like Transformers, we’re using our pay-per-view like a tentpole event that engages our fans around our brand, our event and our talent,” said Joe DelGrosso, WWE’s svp-sales and sponsorship marketing, who added that the sponsors share the WWE’s male 18-34 demographic. By aligning with WWE through its multiple platforms--which include events, TV, the Web site and the magazine--DelGrosso estimates the partners can reach its audience of 70 million people a month.