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November 11, 2008 4:10 AM PST

Nexon and 7-Eleven promote in-game Slurpees

by Dave Rosenberg
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Free-to-play online-game company Nexon, and ubiquitous convenience retailer 7-Eleven are giving away virtual-prize codes for Nexon games. The prizes range from free in-game Slurpees (in case your warrior in Mabinogi gets thirsty) to actual physical goods, including 7-Eleven hats.

(Credit: 7-Eleven)

This is an interesting experiment in borderless marketing, straddling physical and virtual worlds, and adding in the oddity of 7-Eleven's enormous presence. I suspect that if this even remotely works, we'll start to see a lot more cross-culture attempts at branding across physical and virtual properties.

Consider, for example, a site like Wine.com making a deal with a vineyard that wants to target Facebook users. They could create a series of Wine giveaways with coupons or discounts. (Disclosure: I am not a drinker; I just think this would work.)

There's a huge range of possibilities for branding and digital gifting that cross the physical-virtual border.

Dave Rosenberg dishes up "Software, Interrupted" with nearly 15 years of technology and marketing experience that spans from Bell Labs to multiple start-up IPOs to open-source enterprise software companies. He is co-founder of MuleSource and currently serves as the general manager of Hardy Way. He is a member of the CNET Blog Network and is not an employee of CNET. Disclosure. You can contact Dave via e-mail at softwareinterrupted@gmail.com or follow him on Twitter @daveofdoom.
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by November 12, 2008 1:52 PM PST
Fascinating article Dave. What do you think about more simplistic implementations like click thru links from virtual world platforms to real world retailers? My concern is low CTR, similar to banner ads which have a thru rate >1%.

Do you know of any other platform doing this Nexon type of high level integration with good results?
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About Software, Interrupted

In "Software, Interrupted," Dave Rosenberg discusses disruption in the software market, as well as the products and services that keep business technology norms in perpetual flux.

With nearly 15 years of technology and marketing experience spanning from Bell Labs to multiple start-up IPOs, Dave co-founded open-source software company MuleSource and now serves as general manager of Hardy Way. He also happens to be a U.S. patent holder and a workaholic. Technology is his best friend and mortal enemy.

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