The campaign includes a promotional game, "Transform Your Way," where guests have a 50% chance of winning prizes up to $1 million; BKTransformers.com, where consumers can play a search game involving a "King Robot" Transformer character for a chance to win $10,000; and a Transformers-themed menu item, "BK BBQ Double Stackticon," where consumers can stack multiple burger patties, bacon, sauce and cheese.
The television spots include separate creative for kids and adults. For the latter, ads tout the "Transform Your Way" game with the "King Robot" character awarding customers with cash.
The kids-focused advertising, directed by director Michael Bay, features a group of kids who are waiting in a Burger King restaurant parking lot when they are approached by Autobots like those in the film.
The BK Kids Meal will come with one of eight "Transformers: Revenge of the Fallen" toys. --Karl Greenberg