Industry News | April 26, 2011

No Hammer Necessary: BK Teams with 'Thor'

Burger King Corp. (BKC) has joined forces with Marvel Entertainment to kick off its sponsorship of the comic book-inspired film “Thor,” which hits theaters across the U.S. on May 6. As part of the promotion, fans of the comic can be part of the warrior action with exclusive access to new chapters of the “Thor” comic at BKC’s kid’s website, ClubBK.com. Guests have the ability to unlock one of four, never-before-seen digital comic chapters of “Thor” using the code that comes with the purchase of each BK Kids Meal, for a limited time only while supplies last. Titled “Valor,” “Wisdom,” “Truth,” and “Justice,” the special series serves as a prequel to the film and tells the four-part adventure of a young Thor and his childhood friends.

“Through our work with Marvel, we’re able to offer our younger guests unseen access to this hot property, but we know that the exclusive comic content will also appeal to customers of all ages who follow Thor’s story,” says Andreas Barth, senior vice president, North America marketing, Burger King Corp. “This promotion brings to life our Have It Your Way experience—allowing guests to be part of the ‘Thor’ action in restaurants and online.”

At participating Burger King restaurants nationwide, kids can bring the power and adventure of “Thor” to life with one of eight BK Kids Meal premiums—four for girls and four for boys. Kids can create their own stories with figurines depicting key characters from the film or step into the worlds of Thor with accessories inspired by the Warrior Maiden Sif, such as the Asgardian bracelet and headband.

Additionally, the promotion will be supported by in-restaurant merchandising and national television advertising for kids that showcases BKC’s new Chicken Tenders and features footage from the action-packed film “Thor.”