7-Eleven promoting 'Guitar Hero: Aerosmith'

Partners with Activision, Coca-Cola, Microsoft

NEW YORK -- 7-Eleven, the retailer known for its icy confection the Slurpee, is partnering with Activision, Microsoft and Coca-Cola to promote the upcoming video game "Guitar Hero: Aerosmith."

The focus of the May promotion will be Full Throttle Frozen Blast Slurpees, which are made with Coca-Cola's energy drink Full Throttle. Characters from the game, which features not only the music of Aerosmith but also bands they played with and those that influenced with such as Mott the Hoople and Cheap Trick, will appear on Slurpee cups while a contest on Slurpee.com will let users upload codes from the Full Throttle Frozen Blast Slurpee cups for a chance to win a copy of the game and Microsoft's currency known as points.

Ads will appear in 21 college newspapers, outdoor posters will go up in 484 locations near schools, skate parks and transit stations. Vans kitted out with 6 foot by 12 foot video screens and Guitar Hero will hit select 7-Elevens and allow people to play the game.

This is not 7-Eleven's first partnership with a video game. In September the convenience store chain partnered with Microsoft's "Halo 3." The result was that the game could be bought at 7-Elevens as well as Slurpees with characters from the game.

"The sweet spot of the core Slurpee customer is between 18 and 24 years old," said Jay Wilkins, brand manager for Slurpee and Big Gulp beverages. "Our goal is to keep Slurpee as cool today as it was to teens and young adults in the 1960s when it was introduced."