Industry News | May 23, 2002

Burger King Restaurants Partner with Dreamworks Films to Promote Spirit: Stallion of The Cimarron Nationwide

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MIAMI, Fl—May 23 , 2002— For four weeks, beginning on May 27th, Burger King's Big Kids meals will contain one of four figure-with-viewer toys featuring characters from Spirit: Stallion of the Cimarron, Dreamworks' upcoming.

Each toy comes with a Virtual Vision Scope viewer, a film technique that features unique image-layering technology, and two 3-D viewer cards each featuring four scenes from the film for a total of eight scenes per toy. Once a viewer card is inserted into the Virtual Viewer Scope, kids can look into the lenses and be transported into Spirit's world via 3-D images from the film. The action figures, inspired by scenes from the movie, have movable parts and the human figures can be placed on the horses.

Burger King attributes this significant increase to successful kid- directed promotional efforts, such as "Spirit," and the development of new menu items intended for young customers.

"We are experiencing outstanding growth in all categories of our kids business with excellent momentum as we move forward," said Rick Dow, senior vice president, marketing programs and sales, Burger King Corporation. "Our kids meal sales are running at close to 20% percent over forecast and we're beginning the summer season with high-profile movie promotions such as Spirit: Stallion of the Cimarron and we'll follow it up with Columbia Picture 'Men in Black IIin July."

Burger King Corporation's kid marketing efforts extend from the restaurants to television, radio, the Web and even kids' homes through the largest proprietary kids direct mail database in the world. The company's kids advertising agency of record, Campbell-Mithun, creates spots that appeal to kids between the ages of four and twelve. The Spirit: Stallion of the Cimarron promotion will be supported with national kid- directed advertising, in-restaurant communication, in-restaurant merchandising and an interactive micro site at www.burgerking.com.

Also, Burger King Corporation will also offer coupons in the "Spirit: Stallion of the Cimarron" home video/DVD box, upon its release.

"Kids of all ages are our movie's target audience and the toys available in the Burger King Big Kids meals will help extend their experience of the movie beyond the theater," said Anne Globe, head of DreamWorks consumer products marketing.