Social network game developer Zynga recently launched a promotional deal with 7-Eleven that will connect virtual goods from its online games with roughly 200 million real products sold in 7-Elevens in the U.S. and Canada.

The six-week cobranding program kicked off in June. 7-Eleven has placed virtual goods codes on 35 of its store products ranging from Slurpees to Big Bite hot dogs. The virtual goods can be redeemed at a campaign site, www.buyearnplay.com, and used in three of Zynga's most popular social games, FarmVille, Mafia Wars and YoVille. About 200 million redemption codes will go out, according to company officials.
Both Zynga and 7-Eleven occupy leading roles in their respective industries, and stand to benefit from co-targeting a specific market: the Millennials, or Generation Y, who are heavily vested in the internet and social games (this group is generally defined as those born after 1980). While this consumer group makes up the majority of users at Zygna, 7-Eleven’s reach is far more diverse. Known for its convenient and fast services, it attracts customers of all ages. This campaign will undoubtedly attract more Millennials to its stores, who will then be likely to purchase other youngster-aimed products, such as fashion magazines, game cards, or sports tickets. As for Zygna, the wide cross-section of daily traffic at 7-Eleven could bring more potential users to its social games.
Moreover, this win-win alliance will enhance brand awareness for both companies. For 7-Eleven, Zynga's audience represents an attractive group to build brand loyalty with to create repeat visits from these customers. Its brand image will be enhanced through mass exposure and subsequent interactions with the brand on the social games site. For Zygna, the companies have matched up the 7-Eleven products with the gaming consumer segments they think will be the best fit. For example, the male players of Mafia Wars can get codes on hot dogs, wings and chips, while female-oriented FarmVille is targeted with offers for fresh fruit, bottled water and sandwiches. This specialization gives a personal touch to the online games and increases the potential for positive brand perceptions to be built.
Lastly, this promotional enhancement of both 7-Eleven and Zynga marks a trend of mass product brands being exposed on social games. If this joint campaign is successful, we could see many other brands trying to replicate the synergy demonstrated by 7-Eleven and Zynga.