Burger King Corp., Miami, this week broke a $300 million “relaunch” campaign that includes the introduction of 14 new products and a slate of promotional partnerships with AOL Time Warner, eBay, Nickelodeon, DreamWorks, Universal Studios, and the Harlem Globetrotters.
The year-long effort broke yesterday with TV spots starring Shaquille O’Neal that tout an improved “Heritage” Whopper and p.r. events in Miami and New York City. A new Veggie Burger debuts later this month, a Chicken Whopper on April 1 (with dedicated TV support), and Back Porch Grillers this summer.
Promotions rev up in June with the launch of BK Rewards, a “frequent-eater” program co-hosted by eBay. Codes on fry boxes can be banked at bkrewards.com, then used to bid on items ranging from music CDs and massages to cruises and walk-on roles in movies (via partnerships with Universal and DreamWorks). The program registered nearly 1,000 consumers in its first test weekend. Valentine McCormick Ligibel, Kansas City, KS, handles.
This month, BK ties in with Twentieth Century Fox’s “Ice Age” with linkable character-based Kids’ Meal toys and a blue-cherry/vanilla frozen drink. The 11,435-store chain will tie in with Universal’s “Men In Black II” this summer. Product placement has the aliens stopping at Burger King upon their return to Earth. Ten TV spots carry a new tagline: “At Burger King You Got It!” Amoeba, New York City, handles ads.
To laud the Whopper’s 45th anniversary, BK today stages “Whopper Mountain,” a 26-foot burger in New York City’s Grand Central Station. Climbers who reach the summit score free Whoppers for a year and a donation to their favorite charity. The Harlem Globetrotters (sponsored by BK this year) will perform. The chain is also giving coupons for free Whoppers to 55,000 New York City cops and firemen. Grassroots events will continue across the U.S. through March, says senior vp Rick Dow.
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