• August 24, 2007

Consumers who saw a Burger King commercial with "The Simpsons Movie" tie-in in addition to the movie's regular ads, were 40% more likely to go see the film than those exposed solely to TV, radio and in-theater trailers touting the movie, a new study finds.

San Mateo, Calif.-based Integrated Media Measurement Inc. (IMMI), which studies consumer behavior data, also found that consumers who were exposed to the 7-Eleven "Simpsons Movie" tie-in radio campaign were twice as likely to go to the cinema.

"The tie-ins with Burger King and 7-Eleven helped lift the advertising for the film above the clutter," said Amanda Welsh, head of research for IMMI, in a statement. "The creative use of tie-ins across two media platforms delivered a significant number of moviegoers into theatres to see the movie. This type of integration between advertiser and content provider results in campaigns that have an impact on consumers."

IMMI studies its thousands of panel members via mobile phones that capture audible media.