7-eleven teamed up with Paramount Studios and Marvel Entertainment for the release of IRON MAN 2. The promotion included a movie tie-in TV spot to promote “Iron Man” straws, Big Gulp cups, as well as other merchandise. There was also a Live Like a Billionaire Sweepstakes for 7-eleven customers to enter through slurpee.com. The initiative will be supported with radio and web ads as well as a presence on 7-Eleven’s in-store TV network.