'Star Trek' Beams Up BK, Kellogg | Adweek
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'Star Trek' Beams Up BK, Kellogg

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NEW YORK There's a new Captain Kirk, Spock, Scotty and Uhura for next month's release of Paramount's reimagining of Star Trek, but there will be some familiar faces in the form of iconic brands hyping the launch.

Kellogg's Tony the Tiger, Burger King's ubiquitous King mascot and Esurance's animated Erin will appear in custom-created Trek-themed advertising as part of an estimated $50 million worth of partner promotions for the J.J. Abrams version of the classic property.

For one, Tony the Tiger gets into the spirit by flashing the "live long and prosper" hand sign on a national print ad. (There will be "beam up badges" tucked into such cereals as Apple Jacks and Froot Loops, and there's a limited edition Trek cereal with Starfleet insignia-shaped marshmallows.)

Verizon Wireless and Burger King shot their commercials using sets and crew members from the action drama, the first big-screen Trek voyage in seven years. Nokia, meanwhile, plans a global campaign with significant U.S. reach via carrier partner Verizon to boost its newly launched 7205 Intrigue multimedia mobile phone.

The tie-in deals intend to hit moms and gatekeepers in grocery stores, young adults and kids with two separate Burger King promotions, and Trekkies and other tech-savvy fans with Intel's Lenovo computers and BoldlyGo Web site. Heavy Internet presence from Verizon and others is also a big component.

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