Burger King is staging family fun day targeting African American families who can join the brand for a day of outdoor activities at parks in six cities.
The daylong events provide eight hours of fun and food for families, including arts and crafts, pick-up basketball games, challenges to build a burger and relay races using a huge foam Whopper. The main event will be performances by R&B pop singer Mario, known for his hit singles “Just a Friend,” and “Let Me Love You.”
Actor and comedian Kevin Hart is hosting the events, which began earlier this week in Houston. Local DJs will keep the music going throughout the events.
Burger King will provide samples of its new bite-sized Burger Shots and French fries served from the BK mobile kitchen, sponsored by Boost Mobile, which has a booth where people can create and download free customized ring tones.
“We want to get [the burgers] in to the hands of our consumers,” Risa Schultz, manager, multi-cultural promotions for Burger King, said.
At each event a sweepstakes offers a trip for four to Orlando.
About 2,500 people gathered at the first event in Houston. The tour will also make stops in New Orleans, Miami, Atlanta and Chicago, before winding down in Brooklyn, NY, on June 27.
At the events, attendees are encouraged to visit www.bkfamfest.com to vote for a local charity. The winning charity in each city will be announced at BK Famfest and will receive a $2,500 donation from the Have it Your Way Foundation.
To promote the events, street teams traveling in branded vehicles are out in force about four weeks before each event visiting churches, shopping malls and other places frequented by African Americans,
Local radio and P-O-P also support the events.
To determine its return on investment, Burger King conducts on-site surveys.
“It’s very important that we find out what our programs means to the consumers that are attending,” Schultz said.
Burger King has for years been conducting experiential events for both African Americans and Hispanics targeting various demographics, like families or males ages 18 to 35.
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