Fast food giant Burger King has strengthened its alliance with Paramount Pictures, planning a number of promotions around some of this summer’s biggest films.
Kicking off with Star Trek and with Transformers: Revenge of the Fallen and GI Joe: The Rise of Cobra following, this will be the first time that Burger King has committed to promote exclusively with one movie studio during the key summer promotional period.
“We consistently strive to push the boundaries of our movie marketing, taking our activation beyond mere sponsorship,” said Russ Klein, president of global marketing, strategy and innovation at Burger King. “We see ourselves as a brand that likes to experiment in creating pop culture. We always want to give our customers, who are also movie fans, an unexpected experience and the strong Paramount film slate this summer affords us that opportunity.”
TV spots are being planned for Star Trek, introducing the 'Kingons' which are on a mission to acquire the new BK Star Trek glasses, of which there are four to collect: Kirk, Spock, Uhura and Nero. Star and bolt-shaped chicken tenders are also being included in new BK Kids Meals, along with one of 16 all-sound Star Trek toys.
Moving on to Transformers: Revenge of the Fallen and, starting from June 22nd, fans will be given the chance to take home a range of prizes, from $1 million cash to a 2010 Chevrolet Camaro, movie passes and instant win food items, all as part of a Transform Your Way scratch-and-win game.
On top of this, a new BK BBQ Double Stackticon sandwich is being introduced for a limited time, while each Kids meal will come with one of eight Transformers toys.
Finally, beginning on July 27th, the GI Joe: The Rise of Cobra promotion features a kids premium program filled with gadgets, action figures and vehicles. Each Kids Meal comes with one of eight GI Joe toys.
Klein continued: "Partnering with Paramount has allowed us to go beyond the typical tie-in property sponsorship to create all-encompassing entertainment and promotions that offer our restaurant guests a real piece of the action - in restaurant, on their televisions and online."