On my drive out to work with a client in Central Pennsylvania, I popped into this Sheetz gas station/convenience store in Carlisle, Pa., to see if and how they took advantage of their movie sponsorship for POM Wonderful Presents: The Greatest Movie Ever Sold.
At the self-serve soda and beverage dispenser counter, you'll find the famous collectors' cups ("first time ever in a documentary," director Morgan Spurlock notes in the film) that Sheetz President and CEO Stan Sheetz enthusiastically snapped up. ("We're going to be on that like a wet t-shirt," he says in the film and trailer, which you can watch in my review of the film.)
I walked into the store in hot pursuit of the cups. Had I been more leisurely in my shop, I'd have been greeted by Morgan Spurlock, right in the center of the store.
Another sign dangled above the the cash register area.
Kudos to Sheetz for sponsoring the film and putting the brand out there so boldly, especially considering that the company has stores only in the mid-Atlantic area – in traditional media-buying terms that's "wasted circulation" – and for taking advantage of the sponsorship in-store.
However, since the film has not opened in the region and won't until Gettysburg's Majestic Theater nearby screens it late this month, does anyone in this quiet country town care? Do they even understand why the collectible cups are funny? Or why this man with an overly-logoed suit jacket is standing in their store?
What do you think? Any readers from Carlisle?