By embracing The Simpsons-created Kwik-E-Mart brand, the agency believed that 7-Eleven could, for a promotional period, inspire customers, old and new, to come into a 7-Eleven and experience firsthand that many of the negative perceptions of the convenience store industry are not applicable to 7-Eleven. The promotional objective was based on driving store traffic and same-store sales increases. But the communication objective was much simpler: We wanted people to come into 7-Eleven, experience a fictional environment and have fun. Period. At midnight on July 1, 2007, twelve 7-Eleven stores in North America were transformed overnight into Kwik-E-Mart stores. Exterior facades were erected, all 7-Eleven branding was replaced/removed, products that had previously not existed in real life lined the shelves, and an interior environment was created to bring an animated property to life—through new products, packaging, exterior design, POP and environmental merchandising. Radio spots and an online sweepstakes were created that featured a once in a lifetime prize—the chance to be animated into an upcoming episode of The Simpsons.