News
Burger King courts Twilight fans with Eclipse promo
June 20, 2010
Burger King Corp. has once again teamed with Summit Entertainment for an exclusive, multi-faceted promotion of the third installment of the Twilight series, "The Twilight Saga: Eclipse."
The promotion will build on the excitement leading up to the premiere of the anticipated film, which lands in theatres nationwide on June 30, and includes a variety of premiums, an in-store contest and new TV advertising.
"Knowing these fans have an insatiable appetite for all things Twilight Saga, we've put together a comprehensive promotion that makes each of our restaurants a one-stop shop for all things 'The Twilight Saga: Eclipse,'" said Patty Treviño, director, cultural marketing, Burger King Corp. in a news release. "We're bringing back some guest favorites from our 'The Twilight Saga: New Moon' promotion and fans will interact in all new ways through the in-restaurant game, online extension, exclusive merchandise and more."
"The Twilight Saga: Eclipse" in-store games plays off the spirit of the movie in which Bella is forced to decide between Edward and Jacob, giving guests the opportunity to choose. By selecting one of two scratch-off areas, one representing Edward and the other Jacob, fans have a chance at winning a wide range of prizes, such as $100,000, a 2011 Volvo XC60, a Vespa LX 50 4V, "The Twilight Saga: Eclipse" Ultimate Experience, movie tickets for a year courtesy of Fandango, a selection of products from the BK menu and much more.
Guests who purchase a BK Value Meal receive one game piece; while those who choose to upsize their BK Value Meal receive two game pieces, each with an image of a character from "The Twilight Saga: Eclipse."
The game also allows guests to use a collector's album available at participating Burger King restaurants, through which fans can accumulate game pieces for another chance to win $100,000, a 2011 Volvo XC60 or the prize most Twi-hards can only dream of — "The Twilight Saga: Eclipse" Ultimate Experience with a private movie screening and behind-the-scenes movie set tour.
Players also can access the collector's album atwww.bkeclipse.com, where the site gives consumers the option to have their Facebook profiles analyzed to determine how likely they are to side with Team Edward, Team Jacob or Team Bella.
The promotion also includes a variety of movie-themed premiums including:
- A series of eight "The Twilight Saga: Eclipse" BK Kids Meal premiums, perfect for the ultimate fan's Twilight Saga collection, are available with the purchase of any BK Kids Meals. The keepsake and accessory premiums include a charm bracelet, hologram crest ring, wristband, wallet and more.
- Three new styles of eco-friendly aluminum water bottles, which can be purchased viawww.eclipsebottles.com. Available for $9.99 for a limited time, each bottle features an image of one of the three main characters and lets recipients declare themselves Team Edward, Team Jacob or Team Bella.
- Back by popular demand, Twilight Saga fans can show off their enthusiasm with two designs of collectible "The Twilight Saga: Eclipse"-themed, recyclable paper Crowns that feature Bella, Edward and Jacob.
- A series of four limited-edition BK Crown Cards inspired by the movie's characters are available at Burger King restaurants. These gift cards start at $5 and can be purchased, reloaded and used only at participating Burger King restaurants nationwide.
TV advertising
In a series of national TV advertisements, which begin airing today, Twilight Saga fans ambush unsuspecting Burger King restaurant guests as they're playing the Burger King "The Twilight Saga: Eclipse" Game, imparting their passionate wisdom and persuading players to scratch off either the Team Edward or Team Jacob panel on the game piece. Capitalizing on the undeniable enthusiasm of Twi-hards, BKC recruited real Twilight Saga fans to star in the spots, giving them the chance to show their die-hard passion to a national TV viewing audience.
Separate family-targeted TV advertising begins airing today as well and features the grandmothers of Team Edward and Team Jacob supporters snatching a family's BK Kids Meal gear, proving that Twi-hards young and old can't keep their hands off the BK Kids Meal gear.
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