Industry News | June 22, 2009

Burger King Kick-Starts Transformers Promotion

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Burger King Corp. (NYSE:BKC) has begun a promotion for the upcoming film Transformers: Revenge of the Fallen, which opens in theaters on June 24. The Transform Your Way promotional game gives restaurant guests a one-in-two chance of winning one of thousands of prizes, including $1 million, an all new Chevy Camaro 1SS, Burger King food items and more. Each game piece offers a prize under one of the two scratch-off areas, making every game piece a possible winner. Game pieces are available on specially marked menu items while supplies last.

Fans can also visit www.bktransformers.com for a chance to win cash prizes. Visitors who register and enter their game piece codes on the site can search on a virtual globe for “King Robot,” who is disguised as a stainless steel BK broiler. Each day, from June 22 to July 19, visitors will have the chance to win at least $10,000.

The new BK BBQ Double Stackticon burger will also be available beginning June 22 for a limited time only at the suggested retail price of $2.79. Like the original BK Stacker sandwich, the Transformers: Revenge of the Fallen-inspired burger allows guests to stack multiple burger patties, bacon, sauce and cheese similar to the construction-themed Transformers robots. The BK BBQ Triple Stackticon burger will be available for a suggested retail price of $3.49, and the BK BBQ Quad Stackticon burger will be available for a suggested retail price of $4.29.

“With our entertainment partnerships, we strive to expand the movie experience for fans, bringing the film beyond the big screen and into our restaurants,” said Russ Klein, president, global marketing, strategy and innovation, Burger King Corp. “There are two reasons to play the Transform Your Way game. Not only is every game piece a possible winner, but the chance to win continues with the online extension.”

A series of television advertising spots for adults will feature “King Robot,” who awards unsuspecting customers with cash as part of the Transform Your Way game. The kids-focused advertising, directed by the film’s director Michael Bay, features a group of kids who are waiting in a Burger King restaurant parking lot when they’re approached by real Autobots.

“Burger King Corp. once again has developed a great way to build excitement for a major film through an incredibly creative advertising and marketing program,” commented LeeAnne Stables, executive vice president of marketing partnerships, Paramount Pictures. “The seamless integration of the in-store activity with the online engagement for consumers to win chances for great prizes themed to Transformers: Revenge of the Fallen makes for an impressive program.”

In addition, each BK Kids Meal will come with one of eight Transformers: Revenge of the Fallen toys that bring the movie’s characters and vehicles to life. Based on scenes from the movie, toys like the “Change Up Bumblebee” and “Constructin’ Devastator” are available at participating Burger King restaurants while supplies last.
News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.