BK Plans Super Bowl Text Push

NEW YORK Burger King said it would complement its return to Super Bowl advertising with a text messaging campaign.

The “Text to score” campaign, done in conjunction with Sprint, will give Burger King customers the chance to enter a sweepstakes beginning Jan. 9. For three weeks, customers at BK’s 7,000 restaurants can enter to win a trip to the game by texting a code found on BK Chicken Fries containers.

Burger King said it would give away 20 trips for two to the game, to be held in Detroit on Feb. 5. The fast-food chain will give away several other prizes, including trips to the National Football League Pro Bowl game in Hawaii, Xbox video games and plasma TVs.

Crispin Porter + Bogusky in Miami has created a 60-second Burger King spot that will air during the first half of the Super Bowl.