In anticipation of World Wrestling Entertainment's annual pay-per-view event "SummerSlam," 7-Eleven has again launched an in-store promotion with new products and online elements.

Consumers can collect four lenticular Slurpee cups featuring WWE superstars John Cena, Triple H, Rey Mysterio and Undertaker, as well as five Super Big Gulp fountain drink cups with Big Show, Kofi Kingston, Edge, Randy Orton and Eve. The Slurpee cups come with codes that can be redeemed for Slurpee Nation (Slurpee.com/rewards) reward points for exclusive in-game prizes in THQ's SmackDown vs. Raw 2010 video game or to enter 7-Eleven's augmented reality show allowing WWE fans to try on virtual masks worn by the stars.

7-Eleven is also offering four collectible drinking straws inspired by the likenesses of the star fighters, WWE Magazine and DVDs.

In addition, John Cena created a limited-edition cup in support of 7-Eleven's cause-marketing campaign Coffee Cup with a Cause. A portion of the proceeds from the sale of the Cena cups will be donated to the Make-A-Wish Foundation.

"7-Eleven fans love WWE, and vice versa. It's a demographic match made in heaven," says Rita Bargerhuff, 7-Eleven vice president and chief marketing officer. "Our WWE campaign last year was centered on Big Gulp drinks. This year, we've taken the promotion to a new level, both in-store and online, and we think this year's rematch of the two brands will be bigger and better."

The promotion is running now through Aug. 31. WWE's "SummerSlam" will air on Aug. 15.