Goofy ‘Simpsons’ Promotions Multiply

"Simpsons" crowd poster. — “The Simpsons” long TV run sets up its 2007 theatrical.

The theatrical film adaptation of “The Simpsons” carries over the goofy TV animated property into product placements and promotions.

20th Century Fox is scheduled to premiere “The Simpson” in domestic theatrical July 25. The PG 13-rated animated film reportedly cost $70 million to make.

Normally, product placements insert familiar corporate brands in a movie, but in a touch of “Simpsons” cheeky humor fictitious brands were used. Real-life brands became promotional partners with the made-up products. The movie’s creative executives decided not to allow real brands in the film.

The real-world 7-Eleven chain of convenience stores is the partner for the fictitious Kwik-E-Mart in the movie with goofy names for familiar products. 7-Eleven’s stores stocked real products with the names of what is seen in the movie. ABC News reported that the 7-Eleven chain sold 1.1 million Squishee cups (relates to the real-world Slurpees) and 960,000 cans of Buzz Cola, which are double the normal rate for those product lines. In addition, 7-Eleven converted 12 of its real-world stores into Kwik-E-Marts, which were widely publicized. Real-world shoe maker Vans Inc. also stocked fictional products from the movie.

Homer Simpson loves donuts. — Homer Simpson loves his donuts.

The Burger King fast-foot restaurants are another “Simpsons” partner and offered the movie’s Krusty Burger, which correspond to its real Whopper sandwich. Burger King vice president of marketing impact Brian Gies is quoted in a press release saying the “Simpsons” tie-in provides “access the Simpsons characters to create proprietary content” for the restaurant chain.

Burger King further allowed its customers to “Simpsonize” images of themselves at Simpsonizeme.com, a new Web site. The website converts digital photos of customers into personalized Simpsonized versions.

Another formal promotional partner, Jet Blue Airways, proclaimed on its real-world website that it’s the “official airline of Springfield” that is “Simpsons” hometown.

To quantify the consumer impact, Integrated Media Measurement Inc. says that it measured circulation of “Simpsons” promotions and effectiveness. “In-theater trailers, television, and radio all promoted the film with several different approaches,” says and IMMI press release.

In a publicity stunt, distributor 20th Century Fox mounted a competition contest between cities named Springfield—the “Simpsons” fictional hometown. Springfield, Vermont, won the prize, which is hosting the movie’s premiere. “USA Today” newspaper is a promotional partner hosting a reader mail-in vote (Vermont’s Springfield beat cities with the same name in 14 other states).

“USA Today” is part of the Gannett national media chain, assuring that news coverage of the contest competition in the company’s other outlets.

In a conventional licensed-merchandise initiative, video gamer Electronic Arts is making a simple-to-play mobile game “The Simpsons™: Minutes to Meltdown.”

“Created in conjunction with Fox Mobile Entertainment and Gracie Films, ‘Minutes to Meltdown’ takes mobile gamers on a fast-paced, action-packed adventure through Springfield,” says a press release. “The game, which features Homer and a colorful cast of Springfieldians, can now be downloaded directly from major wireless carriers in North America and Europe and on the web via Jamster.”

Homer Simpson appears with animation of late-night TV host Jay Leno.

Perhaps the most eye-catching “Simpsons” promotional gimmick is a custom animation segment dropped into NBC Television’s popular late-night TV talk “The Tonight Show Starring Jay Leno.” Movie character Homer is drawn with Leno in the custom animation, which is jolting seeing the real-life Leno in a cartoon.

UPDATE: The “Simpsons” theatrical was a hit generating $193 million in domestic boxoffice.

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