Jul 3, 2007 6:04 AM, PROMO Xtra, By Betsy Spethmann

Life imitates art as 7-Eleven transforms 12 stores into

7-Eleven has gone all-Simpsons for a month long in-store and online promotion tied to "The Simpsons Movie."

The centerpiece of the campaign is an instant-win game that will award one grand-prize trip to Los Angeles, where the winner becomes an animated character to appear on an episode of "The Simpsons" TV show.

The campaign launched on July 1 as 7-Eleven turned 12 stores in as many cities into Kwik-E-Marts, the Simpsons' cheeky parody of the convenience store chain. All of 7-Eleven's 6,000 stores are selling beverages and snacks that take their names from "The Simpsons." 7-Eleven's classic Slurpee becomes Squishee, sold in collectible cups; souvenir straws (sold separately) are decorated with magnets of Simpsons characters. Fans can also find Buzz Cola, KrustyO's Cereal, "Radioactive Man" comic book (edition #711) and Homer's favorite, the pink donut.

For the "Get Animated" instant-win game, 102 million game codes on Slurpees, Cool Sandwiches and grill items send consumers to 7-11Simpsons.com to redeem the codes, up to five per day. Smaller prizes range from DVD sets of "The Simpsons" 10 seasons (44 winners) to Kwik-E-Mart uniform smocks (150) and posters from "The Simpsons Movie" (407). The game runs through July 31. FreshWorks, a collaboration of four agencies owned by Omnicom Group, handles the campaign for 7-Eleven. iC Group administers the instant-win game.

Kwik-E-Marts to promote "The Simpsons Movie"

This is the second film tie-in for 7-Eleven this summer, following its "Spin the Web" online game that sent three winners to New York for the May premiere of "Spider-Man 3."

"The Simpsons Movie" opens July 27.

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