Burger King Promotes “Indy” Movie
Amy Johannes
Promo
May 15, 2008
Burger King is backing the upcoming release of “Indiana
Jones and the Kingdom of the Crystal Skull” with a
marketing campaign featuring a scratch-off game, kids
meal premiums and a limited edition burger.
Burger King’s “Reveal the Secret” scratch-and-win game
lets players vie for a chance to win $1 million and
other prizes. People enter codes found on large and
king-sized orders of French fries and medium, large and
king-sized drinks online at http://www.BKIndy.com
through June 8 for a chance to win. Game pieces also
appear on
extra value meal packaging. Other prizes include a 2008
Hummer H2, a trip for four to Peru from Expedia.com and
free food items.
And in a first for Burger King, the company is offering
a second chance sweepstakes on the site. Visitors who
enter their codes and are not a winner can play the “Big
Dig” game for a chance to win $10,000 daily. Players
navigate their mouse on the screen and select a spot to
“dig” on the screen.
People are already buzzing about the promotion, which
launched Monday. Within the first 24 hours, more than
75,000 codes were entered online, and the first $10,000
prize was awarded, Burger King said.
“The sponsorship allows Burger King Corp. to give our
customer and fans of the movie the action and adventure
they love,” Brian Gies, vice president of marketing
impact, for Burger King Corp., said in a statement.
For kids, Burger King is releasing eight-movie-themed
Kids Meal toys globally based on scenes from the four
“Indiana Jones” movies. Each bag features “Indy” trivia
printed in invisible ink, which can be revealed using
the invisible ink pen, one of the featured toy premiums.
A limited offer of an Indy Double Whopper also ties in
to the film. The sandwich includes two quarter-pound
patties with pepper jack cheese, bacon, spicy Cajun
mayo, tomatoes, lettuce, ketchup, onions and major on a
sesame seed bun and sells for $4.29.
TV spots, PR and online marketing supports the
promotion. Wunderman handles the sweepstakes, P-O-P and
merchandising, Edelman is in charge of PR, Campbell
Methuen oversees the kids’ TV spot and CBB works on the
adult TV spot.
“Indiana Jones and the Kingdom of the Crystal Skull”
opens in theaters nationwide on May 22.