Burger King, Pepsi launch soccer promo in Latin America

Nov. 16, 2012

Burger King Worldwide announced a partnership with La Liga BBVA, the top professional division of the Spanish football league, and Pepsi to launch a promotion designed to appeal to the brands' soccer fans.

At participating Burger King restaurants, guests will be able to purchase specially designed, collectible La Liga BBVA glasses with a Pepsi combo meal. There are 20 glasses to collect in total, each featuring the logo of one of the teams.

Also as part of the campaign, Burger King's signature Whopper will get a Spanish-influenced makeover with the addition of a Manchego Cheese and Chorizo patty. The brand will also debut a new dessert menu offering, Chocolate-Filled Churros. Both new menu items will come in La Liga designed packaging.

Burger King Latin America will leverage its new digital platforms with a Facebook app that allows guests to play to win a trip to a Liga BBVA match in the Real Madrid vs. Barcelona 'El Classico' game. Available for download in select markets in 2013, the Facebook app will allow guests to invite their friends to play with them online. The grand prize will go to the participant who accumulates the most goals through the application.

The sweepstakes game will be supported in restaurants with QR codes on food packaging that can be scanned by guests to win extra points toward their total goal tally.

"Our promotions continue to focus on the hot properties our guests love in sports, entertainment and technology," said Jose R. Costa, vice president of marketing for Latin America and Caribbean region, Burger King Worldwide. "La Liga BBVA has a huge following in Latin America and the Caribbean and this promotion will add value to our guest's Burger King experience."

The in-restaurant promotion will activate in Costa Rica, El Salvador, Guatemala and Colombia in December and in Venezuela, Guatemala, Costa Rica, Ecuador, Paraguay, Dominican Republic, Panama and Argentina in March 2013. The digital promotion will launch in select countries in 2013 and guests can visit bk.com to find out if their country is participating.

Read more about marketing and promotions.

Topics: Food & Beverage , International , Marketing / Branding / Promotion , Online / Mobile / Social

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