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Burger King and Paramount Embark on Unprecedented Partnership

Patricia Odell
Pomo Xtra
May 21, 2009

Burger King has for the first time committed to one movie studio for its summer movie marketing. And in turn, Paramount Pictures is for the first time engaging in three consecutive move tie-ins with the same brand.

Burger King is underway with a flurry of activities around “Star Trek,” which opened May 8, and will continue the activations around “Transformers: Revenge of the Fallen,” opening June 24 and “G.I. Joe: The Rise of Cobra,” set to be in theaters Aug. 7.

For the Star Trek film, BK is running TV spots introducing the Kingons—an alien race half Klingon and half King, who are on a mission to acquire the new limited edition BK Star Trek drinking glasses. The spot, directed by Richard Sears along with the film’s Director of Photography, Dan Mindel (Mission Impossible 3), was shot on the same “bridge” set from the new movie. At a supporting Web site people can interact wit the Kingons and new glasses.

Kids Meal fans will discover star and bolt-shaped Chicken Tenders in their bags and one of 16 all-sound Star Trek toys.

“We consistently strive to push the boundaries of our movie marketing, taking our activation beyond mere sponsorship,” Russ Klein, president, global marketing, strategy and innovation, Burger King Corp., said in a release. “We see ourselves as a brand that likes to experiment in creating pop culture. We always want to give our customers, who are also movie fans, an unexpected experience and the strong Paramount film slate this summer affords us that opportunity.”

The “Transformers: Revenge of the Fallen” promotions begin with a scratch-and-win game with prizes from $1 million cash to a 2010 Chevrolet Camaro to movie passes and food items like the Croissan’wich and Whopper. Players also have a second chance to win, where consumers can navigate interactive online applications to enter daily for a chance to win $10,000.

Also on the menu, a Transformers-inspired burger, the BBQ Doublestackticon sandwich. And each Kids Meal will come with one of eight Transformers toys.

Beginning July 27, the “G.I. Joe: The Rise of Cobra” promotion features a Kids Meal premium program filled with gadgets, action figures and vehicles.

Paramount said that Burger King Corp. has been a “consistently innovative” partner for its releases, having been a part of three of the biggest movies of the last two years – “Transformers,” “Iron Man,” and “Indiana Jones and the Kingdom of the Crystal Skull.”






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