Beginning next month, 7-Eleven will be stocking up on branded items based on FarmVille, Mafia Wars and YoVille, including Slurpee and Big Gulp drinks at nearly 7,000 locations in the U.S. and Canada. This is the first retail tie-in for social gaming provider Zynga, which owns the three games.

The six-week promotion will allow customers to purchase specially marked products to receive a redemption code for a limited-edition virtual good in one of the three Zynga games. For example, a purchase of a Slurpee will grant a Mafia Wars player a "Showman" weapon virtual good.

"7-Eleven's partnership with Zynga has launched one of the most unique campaigns in our company's history," says Rita Bargerhuff, 7-Eleven's vice president and chief marketing officer. "It gives millions of loyal fans, who regularly play Zynga games, access to incentives on more than 30 products in our stores. The Zynga universe of gamers is vast, and we knew we had to come up with a promotion fit for this demographic. Attracting millions of consumers to 7-Eleven stores with exclusive items for Zynga games creates an additional opportunity for them to try some of our newest products, like our proprietary 7-Select ice cream and candy, along with long-time favorites, such as Slurpee and coffee drinks."

The campaign will be supported by radio, print, online and outdoor advertising, as well as vignettes featured on MTV.