Burger King Corp. has launched its September national racing promotion with NASCAR Sprint Cup Series driver Tony Stewart. The campaign spotlights the driver in a series of TV ads featuring Burger King's Whopper sandwich, Stewart's favorite BK menu item. The two-time Sprint Cup champion also will be featured as part of a consumer sweepstakes, in-restaurant merchandising and an online engagement program.
The campaign supports the multi-year sponsorship agreement between BKC and Stewart-Haas Racing, announced earlier this year. In July, Stewart kicked off the partnership with a win at Daytona (Fla.) International Speedway driving the No. 14 Burger King Chevrolet Impala SS.
The car will hit the track featuring a Burger King paint scheme during the Sept. 25-27 AAA 400 race weekend at Dover (Del.) International Speedway. Burger King restaurants also will have Stewart-Haas Racing-themed packaging and in-restaurant merchandising.
Ad campaign
The ad campaign, titled "The Tony Stewart School of Endorsements," was launched with the first spot in the series named for the campaign, during which Stewart advises other celebrities on how to successfully endorse products. Stewart's famous students include actor Erik Estrada and comic icon Carrot Top, who is performing at the Luxor in Las Vegas six nights a week.
Three additional ads will be released throughout the campaign, culminating with "Polygraph Prep," which features Stewart's Whopper sandwich endorsement being tested by a polygraph machine.
Sweepstakes
Burger King guests will have a chance to get in on the action with a sweepstakes, including daily prizes such as BK Crown Cards, merchandise and more. One lucky winner could win the Ultimate Tony Stewart Experience, including a day at Stewart's race shop for themselves and three friends.
Customers can enter for a chance to win at www.bkracing.com by submitting codes found on medium and large value meals. No purchase necessary. Complete Official Rules are available at participating Burger King restaurants or at www.bk.com or bkracing.com.
