Creativity

Deadpool screws with 7-Eleven in cross-promotional campaign

AR experience brings the hero into stores to help customers unlock rewards

By Alexandra Jardine. Published on May 07, 2018

Editor's Pick

"Deadpool 2" is out on May 18, and as part of the marketing efforts, the 20th Century Fox film is teaming up with 7-Eleven for an integrated campaign in which the title character screws with the store.

A funny ad depicts unimpressed 7-Eleven staffers rolling their eyes at the havoc Deadpool has wreaked in their store--he's crossed out the "Slur" on Slurpee cups, tagged windows and walls, built towers of chimichangas and planted confetti bombs.

The effort also features an augmented reality experience which really brings the character into the store.

Customers can use the 7-Eleven app to open the experience, which was created by Deutsch, and see Deadpool appear in the store and guide you through a series of activites and rewards. If you take a selfie, he'll scribble over it in red marker too.

Meanwhile, mimicking the spot, 7-Eleven locations will be blanketed with messages, doodles, and thoughtful musings from Deadpool. Various branded items will also be on offer, including collectible Slurpee cups and straws adorned with tiny Deadpools.

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Credits

Date
May 07, 2018
Agency:
Deutsch
Client:
7-Eleven/20th Century Fox

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