The Simpsons movie tie-in with 7-11 got lots of digital ink last summer. Marketers, like Jake McKee, raved about it and shared photos galore. Evangelists created a blog about it. Even Advertising Age critic Bob Garfield cooed about it.
No doubt ... 3 out of 4 marketers would agree this movie promotion was a creative success. What about a sales success? After all, sales is the true measure of a marketing campaign.
According to the Wall Street Journal, the promotion was a sales success.
"The 7-Eleven chain ... saw major sales lifts at the 11 U.S. stores that were converted for the month of the promotion. The company says total merchandise sales doubled; fresh bakery sales increased sevenfold and customer count went up almost 50%.
Moreover, 7-Eleven says the promotion garnered about $7 million in free publicity. The 7-Eleven Web site on July 11 received 10,420,730 hits. The site typically gets an average of about 400,000 hits a day."