- Stacy Straczynski

NEW YORK Burger King this week launched a promotion tied to the June 24 release of Transformers: Revenge of the Fallen. The effort includes a menu scratch game, dubbed “Transform Your Way,” which offers prizes such as $1 million, a Chevy Camaro 1SS and Burger King food items.

Consumers can also enter online at Bktransformers.com for a chance to win a $10,000 prize. Once site visitors register their game piece codes, they can then search for the “King Robot,” who is disguised as a stainless steel BK Broiler chicken sandwich. The sweepstakes will run through July 19.

“With our entertainment partnerships, we strive to expand the movie experience for fans, bringing the film beyond the big screen and into our restaurants,” said Russ Klein, president of global marketing, strategy and innovation for Burger King Corp, in a statement. “There are two reasons to play the 'Transform Your Way' game. Not only is every game piece a possible winner, but the chance to win continues with the online extension.”

Burger King has also updated its menu in light of the promotion. BK will offer its new BK BBQ Double, Triple and Quad Stackticon burgers. The Stackticon, a takeoff of its BK Stacker, plays on Transformers’ construction theme. Diners can “build” their own meal by stacking multiple burger patties and accoutrements. The Stackticon burger options will be available on participating BK menus for a limited time at a suggested retail price of $2.79 (Double), $3.49 (Triple) and $4.29 (Quad).

TV ads to promote the new burger series to adults will feature the “King Robot,” a character who awards customers with cash. Kid-targeted ads, which are directed by Transformers’ director Michael Bay, will feature children being approached by Autobots in a Burger King parking lot.
 
Each kids meal will come with a Transformers: Revenge of the Fallen toy that is based on a scene from the movie. There are eight toys in all and they will be available while supplies last.


Nielsen Business Media