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The Simpsons & Great Participatory-Viral Marketing
Posted By Chris On 7/23/2007 @ 6:31 am In Link Building,Marketing | 1 Comment
This past Saturday, I mosied over into central Dallas to check out the Kwik-E-Mart that was created to promote The Simpsons film, set to air nationwide later this week. The Kwik-E-Mart was created out of a 7-Eleven convenience store â€“ surely the first ever instance of the subject of a satire being remade to more closely resemble the satire itself. The Dallas Kwik-E-Mart is one of the eleven created nationwide out of 7-Eleven stores, and itâ€™s a simply fantastic piece of viral marketing , participatory marketing  â€“ and yes, linkbait .
Read on for more detailsâ€¦
The store was utterly thronged with customers when I went â€“ a majority of whom appeared toâ€™ve been there for reasons similar to mine â€“ to goggle at the strange and funny transformation. Everyone was snapping photos with cameras and cellphones. Signage was converted to read out the slogans of Apu Nahasapeemapetilon, the ethnic proprietor of the Kwik-E-Mart in The Simpsons tv episodes. Harried employees, whizzing about to provide service for the fans, wore joke nametags to further continue the theme, and four products inspired-by and named after things seen in the tv show were created just for the promotion.
The four products were:
There were a few other little promotional items as well, though I donâ€™t think they were nearly as satirical as the four iconic products. Some of these included a talking beer mug, a talking pop opener, and some Simpsons hats.
There were a few other things of note in the store â€“ life-size plastic panels of various Simpsons characters for which people lined up to have their pictures taken beside. The signage was fantastic and funny â€“ the Springfield bank sign, the signs over the freezers, the signs above the donut rack, etc.
The Kwik-E-Mart was coordinated with some online components as well â€“ using tickets from the four iconic products, one could go online to enter a drawing for a chance to be made into a Simpsons character  for some upcoming episode! I can only imagine that thereâ€™ve likely been millions of fans who likely signed up for this chance!
The linkbait comes in here as well â€“ the various movie-related sites are relatively new, but theyâ€™re gaining hundreds of inbound links since the promotion went live at the beginning of this month! Howâ€™s that for some fantastic search marketing?!? Thereâ€™s an info page about the Simpsons products , and a page where you can search for a Kwik-E-Mart location 7-Eleven site allowing one to locate a Kwik-E-Mart , thereâ€™s The Simpsons Movie website here  and here , the JetBlue Airways tie-in sweepstakes , and some Xbox contest tie-ins .
The blogosphere and news sites also showing growing dozens of references in posts and articles about the Kwik-E-Marts, too! Google Trends is just beginning to show a small burst  generated on the internet by marketing for The Simpsons film.
Malt-O-Meal cereal, and Slurpee drinks were the tangental beneficiaries of the satirical marketing as well â€“ their cobranded label versions of the products surely resulted in a little bump in sales.
Fantastic promotional campaign for whatâ€™ll surely be a blockbuster film of the summer! Some of the best promotional campaigns have a huge amount of humor involved in them, and The Simpsons is no exception.
If youâ€™re a Simpsons fan, I have a few more pix of the stuff I saw during my trip to the Dallas Kwik-E-Mart  Promotion of The Simpsons.
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URL to article: http://www.naturalsearchblog.com/archives/2007/07/23/the-simpsons-great-participatory-viral-marketing/
URLs in this post:
 viral marketing: http://en.wikipedia.org/wiki/Viral_marketing
 participatory marketing: http://participationmating.com/
 linkbait: http://www.jimboykin.com/linkbait-linkbait-linkbait/
 enter a drawing for a chance to be made into a Simpsons character: http://www.slurpee.com/seeyellow.html
 Simpsons products: http://www.7-eleven.com/sip.asp
 locate a Kwik-E-Mart: http://www.7-eleven.com/kem.asp
 here: http://www.seeyellow.com
 here: http://www.simpsonsmovie.com/
 JetBlue Airways tie-in sweepstakes: http://www.jetblue.com/deals/simpsons/index.html?source=simps082707
 Xbox contest tie-ins: http://www.xbox.com/en-US/community/events/playandwin/simpsons/default.htm
 small burst: http://www.google.com/trends?q=The+Simpsons+Movie&ctab=0&geo=US&geor=all&date=all&sort=0
 Dallas Kwik-E-Mart: http://www.flickr.com/photos/silvery/sets/72157600959427785/