Aug 18, 2008 6:05 AM, PROMO Xtra, By Brian Quinton

In a set of integrated promotions around the release of EA Sports’ “Madden NFL 09” computer game, convenience chain 7-Eleven and beverage maker Pepsi have coordinated campaigns that include Madden Meals, a new Pepsi flavor and in-store pre-order and pick-up of the game, which dropped at midnight on Aug. 12.

Pepsi has launched a “Madden NFL 09 Sweepstakes” that will extend through August. The grand prize winner will score a trip for two to both Super Bowl XLIII in Tampa on Feb. 1, and to the “Madden Bowl” video game tourney on Jan. 29. The big winner will also get a tour of the EA Sports studios in Tiburon, FL, a copy of Madden NFL 09 and an Xbox 360 game system. Players enter the game at PepsiFootballSweeps.com, a registration-required Pepsi game site.

The Pepsi game will be promoted on packaging of the beverage maker’s new Pepsi Lemon NFL Kickoff Colas. The product extensions, available in regular and diet versions, hit store shelves on Aug. 11 and will be sold until November.

The 7-Eleven arm of the integrated campaign features Madden 09 collectible Slurpee and Big Gulp cups available until the end of August, “Madden Meals” featuring Frito-Lay potato chips, a turkey and cheddar club sandwich, and a Big Gulp beverage. "Madden NFL 09" will also be promoted with signs in the participating stores.

EA also paired with Warner Brothers Home Video to produce a playable Xbox 360 demo of “Madden NFL 09” which 7-Eleven buyers of Madden Meals will get free with their purchase. The DVD also contains game highlights from NFL Films.

7-Eleven customers who buy a hamburger or cheeseburger and a Slurpee 22 ounces or larger will also get a free set of "Madden NFL 09" trading cards created for the promotion by trading-card maker Donruss.

Finally, game fans can access a free online Madden Fantasy Roster Builder at Slurpee.com/Madden09. The site, co-branded by EA, 7-Eleven and Pepsi, uses new player ratings in the "Madden NFL 09" release to let players build their virtual “dream teams.”

“EA Sports and the Madden NFL team are excited to team up with 7-Eleven to give our consumers a new and unique experience,” EA Sports marketing director Chris Erb said in a statement. “The great thing about Madden NFL is that our fans are so diverse and have so many interests, so with a promotion of this magnitude, there’s bound to be a little something for everyone to get excited about.”

This year’s release marks the 20th anniversary for the Madden NFL game franchise.

Partnerships for the promotions were developed by FreshWorks, 7-Eleven Inc.’s advertising and marketing agency.

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