• by Tanya Gazdik , July 5, 2011

7-Eleven is partnering with Universal Pictures and DreamWorks Pictures for a promotion linked to the upcoming "Cowboys & Aliens" movie, which hits theaters July 29.

The new Wrist Blaster cup filled with an Alienade Slurpee beverage is modeled after the mysterious, glowing shackle that encircles the hero's wrist in the movie. The cup emanates a blue backlight with the flip of a switch. Retailing for $6.99, the collectible cup includes the first Slurpee fill-up.

The linkup between the retailer and the movie is a good fit because, like Slurpee drinks, the movie is aimed at appealing to all age groups, says Jesus Delgado-Jenkins, 7-Eleven's senior vice president of merchandising, marketing and logistics.

The promotion is supported by radio advertising in Los Angeles; Las Vegas; Orlando, Fla.; and Norfolk, Va., as well as billboards in Richmond, Va.; Salt Lake City; Tampa, Fla., and San Diego. The promotional campaign also will be supported online and through social media. 7-Eleven's FreshWorks group of Omnicom agencies is handling the promotion.

Besides the glowing Wrist Blaster cup, 7-Eleven will offer six premium "Cowboys & Aliens" cups: Three 3D Slurpee and three glossy, foil Super Big Gulp cups. Both feature the movie's main characters -- the hero, Jake Lonergan (Daniel Craig), the iron-fisted Colonel Dolarhyde (Harrison Ford) and the mysterious traveler Ella (Olivia Wilde).

A special gold-colored dome lid was created for the premium Slurpee cups. The featured Alienade flavor is blue in color and a blend of strawberry, blue raspberry and lemonade.

This is the retailer's second movie link-up this summer. In early June, it announced a promotion tied to Steven Spielberg's Paramount sci-fi horror feature "Super 8," which includes a contest with a grand prize of a trip into near-orbit for the winner, via private aerospace firm Space Adventures, Ltd.

In 2010, the convenience store partnered for a second time with Marvel/Paramount "Iron Man" film franchise. Both Iron Man and "Cowboys & Aliens" are directed by Jon Favreau.