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Each holiday card gift is available online for $1, while supplies last. Visitors to the site can select cards by adjusting a slide bar on the home page to indicate their relationship with the recipient, from second-tier friend to virtual stranger. Once the card has been chosen, gift-givers buy the gift and confirm the mailing address. Burger King Corp. handles the rest, sending the gift-giver’s card to the recipient.
Bold messages are included on the holiday cards, including: “Because an IM greeting wouldn’t have been enough. And a fancy gift would’ve been too much”; “Because I care deeply about someone who looks kinda like you”; “‘Tis the season to celebrate. You just eked your way onto my gift list”; and “I want to share the season with friends like you. Provided it doesn’t interfere with my bowl-game TV schedule.”
“Everyone is taking a closer look at their gift list this holiday season, yet no one really wants to cut back—and we don’t think they should have to,” says Brian Gies, vice president of marketing impact for Burger King Corp. “In our distinct brand voice, we’re making it possible to give the perfect gift—a superior burger at an exceptional value. And at just a buck, there’s no reason not to check off everyone on the list, whether they’ve been naughty or nice.”