Industry News | July 13, 2001

Burger King Announces Finger-Sport Premiums

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Participating Burger King restaurants in the U.S. and Canada have a new X-Stunt Sport Sets Big Kids and Kids Meal promotion, from July 16 to August 20.X-Stunt Sport Sets feature widely recognized and respected names in action sports including 10-time X Games gold medalist Dave Mirra, the most decorated BMX all-star in history, along with fellow athletes Ryan Nyquist (BMX), Bucky Lasek (Skateboarding) and Parks Bonifay (Wakeboarding). Dave Mirra's participation in the promotion also includes a starring role in the kid- targeted television commercial.

"Kids love action sports and finger toys. Our X-Stunt Sport Sets add a unique twist by featuring top action sport athletes who connect directly with our young customer base, ages 4 to 12,'' said Brian Gies, director, Youth & Family Marketing for Burger King Corporation. "We also recognize the relevance of the Internet in kids' lives and we are leveraging this with a compelling X-Stunt Sport Sets section on our website.'' The Burger King X-Stunt Sport Sets capture today's hottest action sports by using the universal appeal of finger-sport toys—miniature versions of action sport equipment like skateboards, BMX bikes, wakeboards and scooters that can be moved manually across surfaces or through the air, allowing kids hands-on play to act out action sports tricks. "Our premiums bring these athletes' amazing skills to life in a very innovative way with mini replay screens and finger toys that depict the fun of each sport,'' said Gies.

X-Stunt Sport Sets include three action-packed features: a free-wheeling finger-sport premium, a mechanized stunt platform and a palm-sized screen featuring a state-of-the-art lenticular replay card that displays three seconds of "live-action'' footage of the athletes showing-off their favorite moves. Each athlete featured chose the footage and photos used in the replay card to ensure authenticity.

The X-Stunts Sport Sets promotion will be supported with in-restaurant merchandising, created by Surge at Draft Worldwide Chicago, Burger King Corporation's promotion agency of record, as well as web-based marketing and national kid-directed television advertising. The :30 second spot, "Burger BMX,'' features Dave Mirra, was created by Campbell Mithun, BKC's kids advertising agency of record.