Zynga, 7-Eleven Link Virtual, Real Goods | Adweek Zynga, 7-Eleven Link Virtual, Real Goods | Adweek

Zynga, 7-Eleven Link Virtual, Real Goods


Zynga is hoping to expand the reach of its online games through a wide-ranging promotional deal with 7-Eleven that will connect virtual goods with roughly 200 million goods sold in 7-Elevens in the U.S. and Canada.
The six-week program kicks off June 1. 7-Eleven has virtual goods codes placed on 35 of its store products, ranging from Slurpees to Big Bite hot dogs. The goods can be redeemed at a campaign site, www.buyearnplay.com, and placed in three of Zynga's most popular social games, FarmVille, Mafia Wars and YoVille. About 200 million redemption codes will go out, according to company officials.
"We're looking to drive a bunch of new users into our properties and engage our existing users and do some cross-promotion," said Michael Comerford, general manager of revenue at Zynga.
The promotion is an extension of a program begun last November to sell virtual currency game cards through 7-Eleven stores. Zynga game-devoted Web sites have carried reports of the game codes appearing on 7-Eleven products.
For 7-Eleven, Zynga's audience represents an attractive constituency to build loyalty and repeat visits from customers, particularly millennials, according to Stephanie Hoppe, senior director of marketing at 7-Eleven.
"We know social networking and social gaming is something they're interested in," she said. "We want to give them experiences that they'll enjoy and will drive them back to 7-Eleven."

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