Zynga, 7-Eleven Rolling Out Cross-Promotion Campaign This June

Several weeks after signs of the two companies' partnership began appearing online, Zynga and 7-Eleven have formally announced their deal to sell FarmVille-, Mafia Wars-, and YoVille-branded products at nearly 7,000 7-Eleven locations across the U.S. and Canada. This six-week summer campaign, which Zynga notes is its first partnership with a retailer, begins on June 1st and will allow consumers to redeem exclusive virtual items in the social game developer's titles by purchasing branded products at the convenience store chain like Slurpee and Big Gulp drinks. 7-Eleven will unveil its revamped website in conjunction with the promotion's launch, and will feature the Zynga campaign prominently on its home page during its six-week run. It will also manage an advertising campaign across satellite/local radio, print, online, and outdoor. It will produce vignettes featuring characters from MTV's programs, too. With the promotion, consumers receive a redemption code with specially marked products, which they can enter at BuyEarnPlay.com to receive a new, limited edition virtual good in one of three Zynga games (FarmVille, Mafia Wars, and YoVille). You can see the full list of exclusive virtual items and corresponding 7-Eleven products after the break. Players can also earn an "uber gift" (200 FarmVille cash, 50 Skill Points in Mafia Wars, and a virtual Slurpee machine in YoVille) by purchasing unique qualifying in-game goods or completing particular activities, such as "mastering a crop in FarmVille, vaulting a collection in Mafia Wars, and redeeming seven items in YoVille." "Through our promotion with 7-Eleven, we are expanding our reach and making our games more accessible to consumers," says Zynga's Busines Operations SVP Vish Makhijani. "The opportunity to collect exclusive items for FarmVille, Mafia Wars, and YoVille that are found only at 7-Eleven stores creates a unique way for players to get the best social experience in our games."