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: