Burger King Launches National Campaign Around 'Indiana Jones'

Burger King CampaignBurger King has launched a national Indy-themed campaign that includes TV spots on network and cable as well as a promotional game.

The children's commercials were created by Campbell Mithun of Minneapolis and are running through June 8 on children's cable channels such as Nickelodeon and Disney. The adult spots, created by Miami-based Crispin Porter + Bogusky, are running on major network and cable stations in prime time.

The Miami-based fast-food giant also announced that it is sponsoring one of the most anticipated concert tours of the summer, the Jonas Brothers' "Burning Up Tour," which is to hit 38 cities across North America. The agreement gives BK the opportunity to offer Jonas Brothers fans samples of its new Fresh Apple Fries, give away tickets and offer some lucky fans exclusive meet-and-greets with the superstar rockers.



The Apple Fries are skinless red apples cut to resemble real French fries and presented in BK's fry package. The two-ounce serving fits into the company's "new stringent nutrition guidelines for Kids Meals," it says. They will become available in Burger King restaurants in July.

Also in July, Burger King will give Jonas Brother fans special online access to the summer tour, including ticketing and venue information and exclusive behind-the-scenes sneak peeks and sweepstakes opportunities at bk.com.

Meanwhile, in advance of the May 23 premiere of the long-awaited "Indiana Jones and the Kingdom of the Crystal Skull," BK's Indy-themed promotion includes the "Reveal the Secret" scratch-and-win game, the "Big Dig" online game and a series of Kids Meal toys.

The Indy Double Whopper, available for a limited time at a suggested retail price of $4.29, provides an extra kick with spicy Cajun mayo and pepper jack cheese.

"The cross-generational appeal and cultural phenomenon of the 'Indiana Jones' series make this one of the most coveted entertainment partnerships," said Brian Gies, VP/marketing impact, Burger King Corp., in a statement. "The sponsorship allows Burger King Corp. to give our customers and fans of the movie the action and adventure they love."

"Reveal the Secret" game players have a one-in-two chance of winning each time they play, and prizes include $1 million, a 2008 Hummer H2, a trip for four to Peru from Expedia.com, and free food items from BK.

For the first time, restaurant guests in the U.S. can use their "Reveal the Secret" game pieces to continue the opportunity to win online at bkindy.com, where the "Big Dig" takes fans from the restaurant to the Web. Each day, a $10,000 prize is hidden on the site. Site visitors enter the code found on their "Reveal the Secret" game piece and press the "Dig" icon to stop the roving searchlight and start digging for the prize. Each day the $10,000 prize goes uncovered, an additional $10,000 is added to the total prize.

There is also a series of eight adventure-themed Kids Meal toys based on key scenes from all four "Indiana Jones" movies, as well as a Kids Meal bag printed in invisible ink. Each bag is printed with Indy trivia, and answers can only be revealed using the invisible ink pen, one of the Kids Meal toys.

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