Eric von Coelln digs into the numbers behind social media, marketing, casual games and more.
EVCin on Facebook

Warning: gzinflate() [function.gzinflate]: data error in /home/voncoe2/public_html/eric/wp-includes/http.php on line 1787
  • Can you believe Twitter is down?

Zynga Invades the 7-11 on My Block

I’ve been plenty busy lately (and thus blog-free for a while now) thanks to a new job with a game company here in New York City. But when I saw that Zynga was entering a partnership with 7-11 to promote its games, I knew I couldn’t escape Zynga’s grasp in my off-line world for long: They invaded the 7-11 around the corner from me.

Yes, there is the Slurpee machine:
zynga-711-slurpeemach

The Big Gulp machine:
zynga-711-biggulpmach

Those both had Iron Man 2 branding till earlier today. But the integration goes across even more food items – a whole “Fresh Goodies from FarmVille” section:
zynga-711-freshfarm

Complete with sandwiches and fruit tagging:
zynga-711-sandwich1

zynga-711-veggies

Even the farm-rased tuna: zynga-711-sandwich2

So you can see the breadth of items. And each type of item is redeemable for in-game goodies. Here is the list.

One example – buy a Big Gulp, get a special FarmVille “Big Splash” item:

zynga-711-ingameaward

zynga-711-bigsplash

When you’re Zynga and you’ve exhauseted the audience on Facebook (or at least the ones you can acquire cheaply on Facebook), this is how you get brand awareness and entice installs for those not regularly on Facebook.

And on the flip-side, Zynga brings its addicted players to 7-11, getting them to go through hoops to unlock UberGifts. First you need to buy up to eight items at 7-11, each one filling out the punch-card at the top:

zynga-711-ubergift

Following this, they will also have to do a specific in-game task:
zynga-711-ingametasks

zynga-711-slurpeeUsers need to achieve Level 3 Mastery of a special crop in FarmVille, which seems a lot harder than doing 41 jobs and winning 10 fights in Mafia Wars (and actually no in-game task for YoVille). While these seem skewed, they actually seem to match the value of the UberGift unlocked in each game: 200 FarmVille cash, 50 Reward Points for Mafia Wars, and a Slurpee Machine for your YoVille pad.

All-in-all, it seems like a good win-win for both Zynga and 7-11 and likely has been in the works for some time (what, no Treasure Isle tie-ins? Maybe that’s next summer), probably a natural extension of their initial deal to get Zynga cards on 7-11 racks.

How telling is it that Zynga has done more big distribution deals (7-11, Yahoo and MSN Games) than game releases (the tepid PokerBlitz and mega-hit Treasure Isle) this year? The Zynga machine has figured out how to extract the maximum eyeballs on the Facebook platform, now it looks like we’ll be watching them figure out how to do it offline as well.

Leave a Reply

 

 

 

You can use these HTML tags

<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>