Burger King Uses 'Side of HQ' Ad For Super Bowl

Burger King may not be an official Super Bowl television advertiser this year, but it sure is using its head. Miami-based world headquarters, that is--where it is unfurling a seven-story banner on the north side of the building near the game site.

People flying into and out of Miami International Airport and traveling on the Dolphin Expressway this week won't be able to miss the "Welcome to Miami ... Where Football Is King" message with the bold image of brand mascot "The King" hugging a football and running for daylight. The banner, which will include BK, Super Bowl and NFL logos, will be lit at night. The airport handles nearly 600,000 passengers in an average week.

The fast-food giant decided not to buy air time on the CBS broadcast of Super Bowl XLI, instead allocating its marketing budget for other programs over the year, including the February launch of its new Breakfast Value Menu.

But as the official "quick service restaurant" sponsor of the National Football League, BK will host a gamers' lounge Saturday and Sunday at the 16th annual NFL Experience (NFLX), an interactive theme park adjacent to Dolphin Stadium offering interactive games, displays, entertainment, kids clinics, autograph sessions and the largest football card show ever. League matches will feature BK Xbox games.

Other on-site promotions:

  • The more than 75,000 fans at Dolphin Stadium will each receive a BK Xbox game in their seat cushions

  • The King will make appearances at both NFLX and in the stadium during the game, walking the concourse and rubbing elbows with other BK VIPs, including rapper Diddy and Magic Johnson, in the BK suite

  • Free King masks on Sunday in the BK Gamers Lounge at NFLX

  • In-stadium media
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