After 28 years, ‘The Force’ still has strong ties to Burger King Corp., which this week will launch its first global promotion surrounding the release of Star Wars: Episode III Revenge of the Sith.
Starting today, U.S. consumers can collect 31 Star Wars toys spanning all six Star Wars movies as Kids Meal premiums. The Super Star Wars Collection features five toy genres—pullback vehicles, wind-up figures, water squirters, plush toys and image viewers from scenes from each Star Wars episode.
The QSR, which had its first experience in the Star Wars phenomenon in 1977 with the launch of the original film, is paying homage once again with a six-week promotion in the U.S., featuring Star Wars Kids Meal toys and the Star Wars Choose Your Destiny scratch-and-win game.
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| Star Wars premiums take center stage in Burger King Kids Meal |
In addition, Burger King will launch its largest international promotion, bringing the Star Wars saga to restaurants in more than 50 countries. International restaurants will offer six action figures, including Yoda, Chewbacca and C-3PO, three character baseball caps and three collector cups.
In addition, the Miami-based QSR is sponsoring a sweepstakes, in which one consumer can win the grand prize of $1 million. Game pieces are available on specially marked cups and fry holders and in select print publications. To play, consumers must peel off the game piece cover and rub off one Death Star Spot. If the game piece is a winner, a prize description will appear below.
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| Burger King is offering one of 31 Star Wars characters in Kids Meals starting today |
More than 152 million game pieces will be available as part of the promotion; more than 129 million game pieces will have a prize. One grand-prize winner gets the $1 million. Other top prizes include a $100,000 Sony shopping spree, a Lincoln Navigator and a beach vacation for four. Lesser prizes include Star Wars-branded toys, video games and free Burger King food items. The sweepstakes runs through June 13.
TV spots, Internet materials, in-restaurant merchandising and print ads support.
Star Wars: Episode III Revenge of the Sith hits theaters nationwide on May 19.
Burger King joins a number of partners promoting the film’s release with special products and sweepstakes, including Pepsi-Cola North America, Kellogg’s, Cingular Wireless and Frito-Lay (PROMO Xtra, March 30).
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