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Discovery Sets American Chopper Campaign

Discovery Channel will team up with 7-Eleven Inc., The Coca-Cola Co. and Orange County Choppers on a promotional partnership backing American Chopper.

Through October, 18 million American Chopper “Big Gulp” Coca-Cola-branded cups will be distributed at 7-Eleven stores nationwide, the companies said.

The campaign will also include on-air, radio and online elements.

“We are thrilled to help 7-Eleven and Coca-Cola drive sales by associating their products with a program and talent that resonate with their customers,” Discovery Networks U.S. president of advertising sales Joe Abruzzese said in a prepared statement.

“In turn, Discovery receives fantastic in-store presence and exposure to millions of people, allowing our brand to live beyond the television screen,” he added.

7-Eleven operates or franchises some 5,800 stores in the United States and Canada and licenses approximately 22,000 in 17 other countries and U.S. territories.