• by Karl Greenberg , June 9, 2008

Kmart is getting behind the Universal Pictures film "The Incredible Hulk" via a three-way Father's Day deal with the studio and Hulk owner Marvel Entertainment and Burger King. The latter has served up a line of Hulk premiums for its Burger King Kids Meal.

The promotion, which started June 1 and runs through June 15 and is brokered by NMA Entertainment & Marketing, offers consumers who purchase $50 in Kmart "Incredible Dad" gift cards coupons for two general admissions, one presumably for the purchaser's pop.

Kmart is also offering a sweepstakes via mobile texting that dangles a trip for four people to the Universal Studios Orlando theme park as well as prizes like Kmart gift cards and Hulk-themed merchandise.

The company is backing the campaign with TV ads both promoting the film and the gift card; and via ads in Kmart circulars, and radio promotions, and mentioning the film's June 13 premiere date in ads.

The effort includes a program offering Hulk ringtones for mobile phones, computer-desktop wallpaper and screensavers; online exposure via email blasts and a micro site (www.kmart.com/hulk).

"This is Kmart's first national text-messaging program," says Tassie Anthony, manager, marketing planning for Kmart parent, Hoffman Estates, Ill.-based Sears Holdings Corporation. "We have done entertainment programs in the past, but this is the first which fully integrates film, television, radio, online, mobile and in store support."

She adds that the Kmart/BK partnership is also new. "Kmart and Burger King are two iconic brands and we felt both were a natural fit for this promotion." The two companies are cross-promoting online, via Web site connectivity at kmart.com/hulk and bk.com/hulk and through print advertising, per Anthony.

Kmart will also have a Hulk-themed boutique in the boys' apparel section and accessories, Hulk Sega video games and Hasbro toys throughout the store.

In-store efforts include point-of-sale material, closed-circuit TVs showing "The Incredible Hulk" trailers, radio ads, themed shopping bags and in-store feature themed-licensed merchandise also will be included.

Kmart will distribute a Kmart toy coupon through its Burger King Kids Meal, email database and online at bk.com/hulk and feature the promotion in its kids-directed Adventures newsletter.