Burger King ties-up with Paramount Pictures for 3 films


MUMBAI: Burger King Corp. has inked a marketing tie up with Paramount Pictures for three of its upcoming movies. Beginning with Star Trek (release 8 May) and continuing with Transformers: Revenge of the Fallen (24 June) and G.I. Joe: The Rise of Cobra (7 August), this partnership marks an evolution of an ongoing alliance between Burger King Corp. and Paramount Pictures.

"We consistently strive to push the boundaries of our movie marketing, taking our activation beyond mere sponsorship. We see ourselves as a brand that likes to experiment in creating pop culture. We always want to give our customers, who are also movie fans, an unexpected experience and the strong Paramount film slate this summer affords us that opportunity." This partnership marks the first time that Burger King Corp. has committed to promote exclusively with one movie studio during the key summer promotional period. Likewise, Paramount Pictures has never engaged in three consecutive movie tie-ins with the same brand," said Burger King Corp president, global marketing, strategy and innovation Russ Klein.

"Burger King Corp. has been a consistently innovative partner for Paramount releases, having been a part of three of the biggest movies of the last two years – Transformers, Iron Man, and Indiana Jones and the Kingdom of the Crystal Skull. We are excited to further that partnership with these three new films," said Paramount Pictures vice chairman Rob Moore.

Limited edition collectibles like glasses featuring one of four iconic Star Trek characters – Kirk, Spock, Uhura and Nero will also be launched.

The promotions for Transformers: Revenge of the Fallen will begin from 22 June, which will give guests a chance to take home a range of prizes, from $1 million cash to a 2010 Chevrolet Camaro to movie passes and instant-win food items.

The Burger King menu will undergo a transformation with a new Transformers-inspired burger , which will be available for a limited time.

From 27 July, Burger King will launch G.I. Joe BK Kids Meals. The G.I. Joe: The Rise of Cobra promotion features a kids premium program filled with gadgets, action figures and vehicles that offer the ultimate adventure.

"All three of these feature films boast a huge loyal fan base and have carved out a permanent place in pop culture. Partnering with Paramount has allowed us to go beyond the typical tie-in property sponsorship to create all-encompassing entertainment and promotions that offer our restaurant guests a real piece of the action – in-restaurant, on their televisions, and online. Likewise, the creativity and innovation we bring to the partnership add value to the studios’ movie marketing effort," added Klein.