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Burger King intros LTO Whiplash Whopper for 'Iron Man 2' promo
April 26, 2010
Burger King Corp. is launching its new Whiplash Whopper to tie in with the national promotion of the release of "Iron Man 2." The action film opens in theaters May 7.
The limited-time burger is named after the sharp edge of the film's villain, Whiplash, and features an intense, red-hot flavor combination of a flame-broiled Whopper sandwich topped with melted Pepper Jack cheese, crispy red peppers and spicy mayonnaise. The fiery sandwich will be available for a suggested price of $3.79 at participating restaurants throughout the four-week promotion.
"BKC is proud to have been a part of the theatrical debut of ‘Iron Man,' and we are thrilled to continue our support with 'Iron Man 2,'" Mike Kappitt, chief marketing officer, North America, Burger King Corp., said in a news release. "We've invested more than ever before in our promotional elements so our guests can expect a new cutting-edge, Stark Industry-inspired promotional line-up featuring fan favorites like our collectible toys that are bigger and better, as well as some exciting new elements aimed at satisfying the hungriest of adult heroes."
The movie tie-in includes separate adult and kid-focused advertising as well as a special kids meal promotion. Burger King's exclusive collection of BK Kids Meal toys bring the power and attitude of "Iron Man" into its restaurants. This collection includes eight film-inspired premiums available with the purchase of a BK Kids Meal, one per purchase. The premiums include four lifestyle accessories for girls and four action-packed toys for boys, including an exclusive "Iron Man 2" figurine that stands a full seven inches tall when assembled.
The kid-focused TV commercial highlights BK Kids Meals that meet Burger King's strict nutrition standards and features the "Iron Man" action figure coming to life. Additional marketing support will include separate kid-targeted television advertising, online activation on Burger King's website for kids,ClubBK.com, and in-restaurant merchandising.
On ClubBK.com, visitors help Tony Stark navigate his new suit in the game "Iron Man 2 Zoom Space." In addition to the traditional merchandising elements often found in restaurants, guests will see Iron Man come crashing through the ceiling holding an ice-cold Dr Pepper through a unique merchandising element, plus dramatic life-size window clings of both Iron Man and War Machine.
In the national adult television commercial, the King armors up with a futuristic Iron Man suit. In the spot, the "Iron King" introduces the latest technologies from the Burger King brand to the curious visitors at the Stark Expo. In his quest to deliver high-tech value with flame-fresh taste via the Buck Double sandwich, he ends up wreaking havoc at the Expo.
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