Boosts 'Incredible Hulk' With Burger King Tie-in
June 9, 2008
Kmart is getting
behind the Universal Pictures film "The Incredible Hulk"
via a three-way Father's Day deal with the studio and
Hulk owner Marvel Entertainment and Burger King. The
latter has served up a line of Hulk premiums for its
Burger King Kids Meal.
The promotion, which started June 1 and runs through
June 15 and is brokered by NMA Entertainment &
Marketing, offers consumers who purchase $50 in Kmart
"Incredible Dad" gift cards coupons for two general
admissions, one presumably for the purchaser's pop.
Kmart is also offering a sweepstakes via mobile texting
that dangles a trip for four people to the Universal
Studios Orlando theme park as well as prizes like Kmart
gift cards and Hulk-themed merchandise.
The company is backing the campaign with TV ads both
promoting the film and the gift card; and via ads in
Kmart circulars, and radio promotions, and mentioning
the film's June 13 premiere date in ads.
The effort includes a program offering Hulk ringtones
for mobile phones, computer-desktop wallpaper and
screensavers; online exposure via email blasts and a
micro site (www.kmart.com/hulk).
"This is Kmart's first national text-messaging program,"
says Tassie Anthony, manager, marketing planning for
Kmart parent, Hoffman Estates, Ill.-based Sears Holdings
Corporation. "We have done entertainment programs in the
past, but this is the first which fully integrates film,
television, radio, online, mobile and in store support."
She adds that the Kmart/BK partnership is also new.
"Kmart and Burger King are two iconic brands and we felt
both were a natural fit for this promotion." The two
companies are cross-promoting online, via Web site
connectivity at kmart.com/hulk and bk.com/hulk and
through print advertising, per Anthony.
Kmart will also have a Hulk-themed boutique in the boys'
apparel section and accessories, Hulk Sega video games
and Hasbro toys throughout the store.
In-store efforts include point-of-sale material,
closed-circuit TVs showing "The Incredible Hulk"
trailers, radio ads, themed shopping bags and in-store
feature themed-licensed merchandise also will be
Kmart will distribute a Kmart toy coupon through its
Burger King Kids Meal, email database and online at
bk.com/hulk and feature the promotion in its
kids-directed Adventures newsletter.
Subscribers receive no more
1-2 emails per week
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