‘Tis the season of gift cards, and big name brands are rolling out new offerings just in time for the holidays.
Burger King is the latest fast food chain to launch an updated version of its gift card program featuring a new look and feel.
The gold-tone BK Crown Card, which highlights the company’s iconic crown and a graphic of its King mascot, mimics a credit card with a membership number embossed on the front. It holds amounts ranging from $5 to $100.
“The way we designed it is really relevant to all of our guests—moms, kids, our super fans,” said Cherie Koster, manager, Pay it Your Way, for Burger King Brands, Inc. “This is another tool in our whole marketing strategy. It invites the guest to keep a part of the King in their wallet.”
Burger King will promote the card with a 15-second TV spot featuring the King, scheduled to air this month. P-O-P and in-store signage also support the initiative.
Patrons can reload the cards in-store or at BK.com and also check their balances online. The gift card is among the first from a fast food company to feature embossed numbering on the front, Koster said.
Already, the company has taken the gift card offer to a new level for its brand ambassadors. Burger King sent personalized BK Crown Cards to its VIPs including Michael Waltrip, owner of Michael Waltrip Racing, for its NASCAR tie-in and artist Sean “Diddy” Combs.
As for extending the offer to consumers, “anything is possible,” Koster said.
The chain started selling stored-value cards in 2005 called Have it Your Way Cards (PROMO P&I, Aug. 17, 2005).
The company will continue to offer and accept those cards, but will use them more to support local incentive programs, and community fund-raising efforts, Koster said.
Wunderman, Chicago, manages P-O-P efforts for Burger King; Crispin, Porter + Bogusky, Miami, handles TV spots and the Crown Card design; VML, Kansas City oversees the Web site and Edelman, Chicago, handles p.r. efforts.
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