Industry News | September 8, 2009

Burger King Sends Fans Racing

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Burger King Corp. (NYSE:BKC) today announced its September national racing promotion with NASCAR Sprint Cup Series driver Tony Stewart, who is leading the championship point standings as a driver/owner with Stewart-Haas Racing.

The campaign showcases the famous Whopper sandwich, Stewart’s favorite BK menu item, and spotlights the driver in a series of TV ads, one of which includes two celebrity guests. The two-time Sprint Cup champion will also be featured as part of a consumer sweepstakes, in-restaurant merchandising and an online engagement program.

The campaign supports the multiyear sponsorship agreement between BKC and Stewart-Haas Racing, announced earlier this year. In July, Stewart kicked off the partnership with a win at Daytona (Fla.) International Speedway driving the No. 14 Burger King Chevrolet Impala SS.

The ad campaign, titled “The Tony Stewart School of Endorsements,” launches with the first spot in the series named for the campaign, and features Stewart advising other celebrities on how to successfully endorse products. In the quirky ads, Stewart explains to his class that they should “only endorse things you believe in” and that they have to be authentic to be successful – just like his love for the Whopper sandwich. Stewart’s famous students include actor Erik Estrada, well known for his role in the 1980s hit television show “CHiPs,” and comic icon Carrot Top, currently performing at the Luxor in Las Vegas six nights a week. Three additional ads will be released throughout the campaign, culminating with “Polygraph Prep” which features Stewart’s Whopper sandwich endorsement being tested by a polygraph machine.

Burger King guests will also have a chance to get in on the action with a sweepstakes including daily prizes such as BK Crown Cards, merchandise, and more. One winner could win the Ultimate Tony Stewart Experience, including a day at Stewart’s race shop for themselves and three friends.

In addition, Stewart will engage in a live polygraph test hosted on www.truthabouttony.com. Beginning Sept. 28, fans will be invited to submit and vote on questions to be asked of Stewart during the webcast. The hour-long feature can be seen on October 20.

The No. 14 Burger King Chevrolet Impala SS will hit the track featuring a Burger King paint scheme during the Sept. 25-27 AAA 400 race weekend at Dover (Del.) International Speedway.