Simpsons, Kimpsons, and imaginary products

Posted by Rob Walker on July 11, 2007
Posted Under: Artists,Brand Underground,Entertainment,Imaginary Brands,Murketing

The insane Simpsons movie marketing attack is getting a lot of attention, but I have to mention two aspects of it. One is the strategy of making over certain 7-11 locations into Kwik E Marts stocked with the various fake products that are part of the show’s universe. It is definitely the most fully realized experiment in imaginary brands that I’ve ever seen. Here’s a set of images of the NY Kwik E Mart from Freshness. Here’s an overview of the imaginary brands on offer (via this guy, who’s got a list of Simpsons marketing tactics going).

The other interesting thing is that there’s a Vans artist series tied to the movie. Actually, that’s not really so interesting by itself, but one of the artists invited into the collaboration was Murketing favorite KAWS. One of the things KAWS is known for is his “Kimpsons” imagery. (Examples below and here and here.)

Some intellectual property owners might see something like that and send a cease-and-desist. Others are clever enough to do nothing, until the day comes to send a contract and a check. An image of the KAWS/Simpsons/Kimpsons Vans (among others from the series) at Complex.

Further diversion may be found at MKTG Tumblr, and the Consumed Facebook page.

Reader Comments

Personally I think the marketing for this film is innovative and very smart. In today’s fragmented market it is smart to create multiple opportunities for the consumer to engage with the brand. Furthermore the campaign has been so creative that it has received a lot of free press. Fox has to be pleased and anxious to see how the film will perform.

The question is now what will the SIMPSONS opening box office gross be like. Any guesses?

Here is a list of different marketing initiatives associated with the SIMPSONS MOVIE.

The Official Simpsons Movie Site
Official Simpsons Marketing Partner Site
Xbox Contest
JetBlue Contest
JetBlue Downloadable Movie Banners
Be In An Animated Simpsons Episode 7-11 Promotion
List of 7-11s Nationwide To Get A Kwik-E-Mart Makeover
List of Simpsons Inspired Products To Be Sold at 7-11/Kwik-E-Marts
USAToday Springfield Hometown Movie Premiere Challenge
Simpsons MySpace Page
Kwik-E-Mart in Burbank, CA Flickr Gallery
Kwik-E-Mart in Dallas, TX Flickr Gallery
Kwik-E-Mart in Orlando, FL Flickr Gallery
Kwik-E-Mart in Bladensburg, MD (outside DC) Flickr Gallery
Kwik-E-Mart in Denver, CO Flickr Gallery
Kwik-E-Mart in Vancouver, BC (Canada) Flickr Gallery
LAist Writeup of Burbank, CA Kwik-E-Mart
DCist Writeup of DC Area Kwik-E-Mart

Written By Mitchell Kapler on July 11th, 2007 @ 7:13 pm

I’m extremely bad at gauging movie openings, so I will not hazard a guess. For all the marketing hype, I don’t recall hearing any buzz about whether t he film itself is supposed to be good…

Written By murketing on July 12th, 2007 @ 1:46 pm