|PR Log (Press Release) – Nov 17, 2009 – WELCOME HOLMES
7-Eleven® Gets Clued in to Sherlock Holmes Online Experience, In-Store Movie Promotion DALLAS (Nov. XX, 2009) – “I spy Sherlock Holmes.” That’s what 7-Eleven® customers who visit stores or the retailer’s website beginning Nov. 16 might be saying as the convenience retailer leaves not-so-vague clues about its end-of-year fresh foods and beverage deals.
Leading up to the Dec. 25 (Christmas Day) release of Warner Bros. Pictures’ Sherlock Holmes, the characters from the film—Sherlock Holmes and Dr. John Watson (played by Robert Downey Jr. and Jude Law, respectively) will appear in 7-Eleven stores on everything from window banners to point-of-purchase (POP) signage at the grill, hot beverage bar, sales counter and fuel pumps to promote the movie and 7-Eleven products, such as Big Bite® Oscar Mayer all-beef hot dogs, Go-Go Taquitos, breakfast sandwiches and coffee.
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As part of the movie’s advance teaser campaign, an online, viral challenge invites amateur detectives to play as either of the main characters – Sherlock Holmes or Dr. John Watson. The experience can be found at www.221B.sh (which reflects Holmes’ London address of 221B Baker Street).
7-Eleven coffee-drinkers who want to get hot on the trail of the challenge can get a head start with the co-branded “How Holmes Are You?” coffee cup sleeves. The sleeves contain a clue and web address, www.711.221B.sh, which connects consumers to a unique 7-Eleven 221B microsite. Players who successfully complete a fingerprint matching game will earn an exclusive clue to help them solve the mystery afoot within the main 221B experience.
The primary Sherlock Holmes online challenge reveals clues leading up to the movie’s opening scene, and also gives a hint to the 7-Eleven promotional partnership with Warner Bros. Pictures. One of the pieces of evidence is a vintage newspaper that features a front page ad for “Joe C. Thompson’s Coffee Emporium—Open from 7 a.m. to 11 p.m.” In 1927, Joe C. Thompson Jr. founded The Southland Ice Company, the precursor to the 7-Eleven convenience-store chain.
“Sherlock Holmes has already garnered a significant amount of positive buzz and promises to be a hit this holiday season,” said Rita Bargerhuff, 7-Eleven Vice President and Chief Marketing Officer. “While consumers are already seeing Warner Bros. Pictures’ marketing campaign for the film, 7-Eleven customers will get a peek at the Holmes and Watson characters on in-store signage with clever phrases promoting value-oriented offerings, like quality fresh food and coffee.”
Working with 7-Eleven on the campaign is its agency of record -- FreshWorks, a consortium of Omnicom advertising and marketing companies.