As part of the movie's advance [image-nocss] teaser campaign, an online, viral challenge invites amateur detectives to play as either of the main characters. The experience can be found at www.221B.sh. 7-Eleven coffee-drinkers can get a head start with the co-branded "How Holmes Are You?" coffee cup sleeves. The sleeves contain a clue and web address, www.7-11.221B.sh, which connects consumers to a unique 7-Eleven 221B microsite. Players who successfully complete a fingerprint matching game will earn an exclusive clue to help them solve the mystery within the main 221B experience.
The primary Sherlock Holmes online challenge reveals clues leading up to the movie's opening scene and also gives a hint to the 7-Eleven promotional partnership with Warner Bros. Pictures.
One of the pieces of evidence is a vintage newspaper that features a front page ad for "Joe C. Thompson's Coffee EmporiumOpen from 7 a.m. to 11 p.m." In 1927, Joe C. Thompson Jr. founded The Southland Ice Co., the precursor to the 7-Eleven convenience store chain.
"Sherlock Holmes has already garnered a significant amount of positive buzz and promises to be a hit this holiday season," said Rita Bargerhuff, 7-Eleven vice president and chief marketing officer. "While consumers are already seeing Warner Bros. Pictures' marketing campaign for the film, 7-Eleven customers will get a peek at the Holmes and Watson characters on in-store signage with clever phrases promoting value-oriented offerings, like quality fresh food and coffee."
Working with 7-Eleven on the campaign is its agency of record, FreshWorks, a consortium of Omnicom advertising and marketing companies.
Tag lines such as "Hunger Solved," "Killer Duo," "It's No Mystery," "Grab Our Killer Deal" and "Get a Clue" will promote two-for-$2 Big Bite hot dogs, 99-cent Go-Go Taquitos, new Sausage, Egg & Cheese Breakfast Sandwiches and discounts on coffee refills.
Dallas-based 7-Eleven operates, franchises or licenses some 7,900 7-Eleven stores in North America. Globally, 7-Eleven operates, franchises or licenses more than 36,900 stores in 15 countries. During 2008, 7-Eleven stores worldwide generated total sales of more than $53.7 billion.
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