Burger King Corp. has kicked off the latest promotion in its ongoing marketing partnership with Paramount Pictures with its sponsorship of the action-packed movie "G.I. Joe: The Rise of Cobra," which hits theaters on Aug. 7. The film marks the third blockbuster partnership of the summer for the two companies.
The Burger King promotion features a kids' premium program that lets restaurant guests take home a piece of the big screen adventure. Each BK Kids Meal will come with one of eight "G.I. Joe: The Rise of Cobra" toys inspired by the film. The series of gadgets, action figures and vehicles boast a variety of fun features, such as black light technology, sound effects and more. The toys are available at participating Burger King restaurants while supplies last.
In addition, the kids program will be supported by in-restaurant merchandising, inclusion in the Burger King Adventures Newsletter for kids and national television advertising. The advertising spots feature kids enjoying a BK Kids Meal and playing with the toys as their dad tries to get in on the fun by dressing up as the character Snake Eyes.
Earnings call
In unrelated news, Burger King Holdings Inc. has announced it will hold its fourth quarter earnings call for fiscal year 2009 Aug. 25 at 10 a.m. Eastern time, following the release of its fourth quarter and full fiscal year results before the stock market opens on the same day. During the call, chairman and CEO John Chidsey and other executives will discuss the company's fourth quarter and full fiscal year results. The earnings call will be webcast live via the company's investor relations Web site at investor.bk.com and available for replay for 30 days.
