Somewhere on Copacabana beach in Rio de Janeiro a virtual bartender guides gamers through a quest to pick up a hot Brazilian. And where does one begin their quest? The 711 Club, an online nightclub and focal point of an edgy new marketing campaign from 7-Eleven promoting Brazilian Bold coffee. The "dating" game guides players in navigating their way through a bar and "date" its crowd. Those successfully scoring a date will win the opportunity to wake up with a hot Brazilian - a cup of Brazilian Bold coffee.
(Pictured: Screen shot of The 711 Club, a new, interactive online game to promote Brazilian Bold coffee.)
Game playConsumers visit http://www.the711club.com/ to participate in virtual dating scenarios. Get the pick-up lines right, and the "morning after" winners get a coupon for a free 12-ounce cup of coffee, cappuccino, hot chocolate or tea from 7-Eleven. Winners must earn enough "mojo points" to successfully leave the club with their date. They will then be taken to a screen where they can download the free coupon.
7-Eleven chose The 711 Club online game as a new approach to inform consumers of Brazilian Bold coffee flavor. The game offers interactive entertainment that engages the consumer and expresses 7-Eleven's personality. Consumer feedback suggests 7-Eleven fans enjoy humorous and witty promotions that introduce new products.
Game features include an opportunity for users to share "pictures" from their virtual date and a dance-off in which players have a chance to keep in-rhythm with their date.
Brazilian Bold coffee is a bold, rich coffee flavor sold only in 7-Eleven® stores. The flavor appeals to coffee drinkers who enjoy strong, dark brews. Brazilian Bold is made from a premium roast coffee bean found in the high mountains of Central and South America.
Visit http://www.the711club.com/ to check out the game today.
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