Fox, the creators of the hit series, The Simpsons have engaged their fan base into an organized community in a matter of weeks.  They have engaged the community online using their Simpsons Social Network and enhanced that engagement by creating real world interconnection points (i.e. through the creation of the Kwik-E-Mart store concept).

Why?  To promote the launch of the ‘The Simpsons Movie” opening 7/27/07.  More than a million fans have visited the movie site and thousands have created Simpson-style versions of themselves (mine is to the upper-right).  Check out the Flickr group of Simpsons Self-portaits here.

Now 7-Eleven stores (12 of them throughout the US and Canada) have been transformed into Kwik-E-Marts. The Dallas location is located at 6833 Northwest Highway.  Check it out to the right.

The marketing concepts were the brainchild of Bobbi Merkel’s team from FreshWorks (Omnicom).  FreshWorks calls the idea ‘reverse product placement’, taking fake goods from the screen and making them reality.  Now you can go into Kwik-E-Mart and grab a Squishe, a Krusty’ or a Buzz Cola.  Sadly you can’t get a Duff beer (the movie is rated PG-13).