BK Gets Serious with The Simpsons

Burger King had such a good time doing a Halloween promo with Twentieth Century Fox Television’s The Simpsons last year, the Miami-based QSR this year makes it a three-month holiday effort. The program marks the first time BK has done a multi-faceted promotion with kids’ product and a self-liquidating offer.

The first wave, The Simpsons Creepy Classics, wraps up Nov. 10. The chain offers 10 different Simpsons screen-vision premiums (the image transforms when fans pull a tag) with the purchase of a Big Kids or regular kids meal. A $2 million TV campaign targeted to kids, plus P-O-P displays, direct mail, and Web site activity supports.

Then, starting Nov. 4, BK hires Homer as a spokesperson for its limited-time Xtreme Bacon Cheese Whopper. A three-week TV buy features the burger-lover dancing with the ingredients in a fantasy sequence. The product will be sold through the end of the year.

“Our ads really showcase the humor of The Simpsons,” says Chris Northrup, marketing manager for youth and family at BK. “Throughout all the programs, there is so much irreverent fun and it matches up well with our consumers.”

Lastly, BK offers four talking watches (voiced by Homer, Bart, Krusty the Clown, and the whole family driving in the car). The watches are available Nov. 25 through Dec. 29 for $1.99 with the purchase of a value meal. The animated family will decorate all product packaging, including cups, French fry cartons, trayliners, and paper wrappers. Plus, one of eight custom plastic cups come with the purchase of a king-size meal. TV spots and P-O-P items support.

“Disney and McDonald’s make a great wholesome connection, but Burger King is a little edgier, which makes it a perfect fit for The Simpsons,” says Amy Lorbati, director of worldwide promotions for Los Angeles-based Fox Television.

Equity Marketing, Los Angeles, handles all premiums; DraftWorldwide, Chicago, takes care of all P-O-P and packaging. Campbell Mithun, Minneaplis, worked with Fox on the kids’ spots and Amoeba, Los Angeles, created the adult ads.

New York City-based Loews Cineplex Entertainment this month launched its Holiday Escape: It’s the Most Magical Time of the Year campaign. The effort, running through Dec. 31, includes a sweeps dangling an SUV. Consumers enter by plugging in their ticket stub number at enjoytheshow.com. Moviegoers who purchase tickets with a MasterCard will be entered into a sweeps for a Get Together Trip that lets the consumer chose nine friends and family members for a private movie screening anywhere in the country. Through a partnership with Columbia TriStar Home Entertainment, Culver City, CA, Loews will show bloopers from Men in Black II and direct consumers to enjoytheshow.com, where they can answer questions to enter a sweeps for merchandise from film partners Hamilton Watches and Ray-Ban. Among other offers, concession stand patrons will receive Harry Potter trading cards when purchasing a large Coca-Cola fountain drink. Lastly, Loews is selling movie value packs which include the chance to win movie passes for two for a year. The Ad Store and Marinelli Communications, both New York City, handle design and production of in-theatre P-O-P materials, respectively. DL Blackman, also New York City, takes care of p.r.

Time Warner Cable’s SCI FI channel is orbiting in eight markets to promote its new Steven Spielberg series Taken. The tour, dubbed Taken Experience, lets visitors hear and see testimonials from UFO abductees and astronauts, explore collected evidence, send a message into space, and experience a simulated abduction. The Taken Experience touches down in New York City, Boston, Philadelphia, Detroit, Chicago, Seattle, San Francisco, and Los Angeles through Nov. 17. T-Mobile, IBM, and Diamond Trading Co. are sponsors. LIME Communications, New York City, handles with CMI, East Rutherford, NJ, on execution and creative; Seattle-based Neverstop handles audio-visual effects.

For the first time, This Old House viewers can choose which less-than-perfect kitchen will be transformed into a dream kitchen. The PBS show (presented by WGBH, Boston) gets plugged on NBC’s Today Show Nov. 11 through Nov. 15 during “Dream Kitchen Week.” Six semi-finalist kitchens will be featured on the program and consumers can cast their votes at thisoldhouse.com. Today Show will later chronicle the renovation. Consumers can submit their kitchens to the contest by sending in a two-minute home video of the family (or anyone who might use the kitchen) and an essay. New York City-based This Old House Ventures, Inc. handles, er, in-house.

Dr Pepper/Seven Up gives James Bond fans a chance to play Agent 007UP. An on-pack sweeps tied to the Nov. 22 release of the Bond film Die Another Day puts instant-win gamepieces on 12-packs and two-liter bottles of 7UP, Diet 7UP, and Cherry 7UP. Grand-prize winner — dubbed Agent 007UP — gets a trip to London and a $25,000 debit card. 141 Communicator, Chicago, handles for Plano, TX-based Dr Pepper/Seven Up.

Separately, British Airways, Harmondsworth, England, the “official airline of 007,” is highlighting the spy film this month with a Travel Like Bond sweepstakes, open exclusively to U.S. residents. Consumers can register at britishairways.com/bond through Dec. 20 for a chance to win one of seven vacation prizes to one of “James Bond’s favorite cities,” including Amsterdam, Cairo, Bangkok, and London, which is featured in the new film from MGM, Santa Monica, CA. Farmington Hills, MI-based ePrize handles.

The Colgate-Palmolive Co., New York City, is sponsoring the Colgate Simply White Style Makeover Sweepstakes. Through Dec. 15, consumers can register at colgatesimplywhite.com for a chance to win a trip for two to New York City for a private consultation with style specialist Kim Johnson Gross and $2,500 in spending money for a new wardrobe, makeup and accessories. David C. Tintle & Associates, East Rutherford, NJ, handles.

Sony PlayStation, Foster City, CA, and House of Blues have teamed up to create the Dual Play club tour, which features cutting edge DJs. The tour continues through Nov. 18. A video is projected on the walls at dance venues, mixing scenes of audience members with new and soon-to-be released video game titles. Consumers can also register for a sweepstakes at usplaystation.com for a chance to win a trip for two to the Dual Play concert on Nov. 11 at the House of Blues in New Orleans. The winners will receive round trip airfare, a private limo to the show, a chance to meet the performing DJs, and an autographed PlayStation 2.

ConAgra Toons Up Two Meals

Atlanta-based Cartoon Network is buddying up with Con-Agra Foods, Omaha, NE, for promotions across the Chef Boyardee and Kid Cuisine lines. Characters from four shows will be featured on 22 million Chef Boyardee cans. Labels carry instant-win games dangling the top prize of a Cartoon Food Bash for 50 guests with toons. Packaging also carries codes good for Food Bash digital cards that can be collected and traded at cartoonnetwork.com’s Cartoon Orbit.

In January, ConAgra’s Kid Cuisine will tout a Super Power vs. Brain Power promotion that asks kids to vote online for their favorite show (Powerpuff Girls or Dexter’s Laboratory). Two frozen meals will feature character food shapes. The packaging for these meals, plus six additional meals (five million total) include activities and more codes for cartoonnetwork.com. Once kids have collected all eight codes, they can unlock the coveted super C-ring Powerpuff and Dexter trading card (depending on which wins). An FSI dropping in February to 20 million homes carries a coupon for Scholastic books. Thirty-second spots on the network support both programs.

“We’re engaging the characters in food that is fun and a natural connection with kids,” says Phyllis Ehrlich, senior vp-promotions marketing at Cartoon Network Sales & Marketing. Frankel, Chicago, handles the Chef Boyardee effort for Cartoon Network; Cincinnati-based WunderGroup takes care of the Kid Cuisine promotion.