Farmville, the popular real-time simulation game in which players manage virtual farms on Facebook, has made it to the offline world. Zynga, the company behind the game, has launched a promotion with 7-Eleven that includes two of their other virtual world games, Mafia Wars and YoVille.
Through the innovative campaign, which started June 1 and will last for six weeks, consumers can purchase select goods from 7-Eleven that will include product codes for redemption of a new, limited edition virtual good in each game. The campaign is being supported by in-store signage, as I discovered at the 7-Eleven on W 6th in Vancouver, as well as branding on Slurpee and Big Gulp cups.
7-Eleven is also launching an advertising campaign encompassing radio, print, online and outdoor to build awareness of the initiative.
Through this campaign, it seems that 7-Eleven is targeting a younger audience. It will be interesting to see if gamers are loyal and enticed enough to purchase from 7-Eleven as a result. Given the popularity of Farmville, I suspect that many of them will be.