Burger King in global Star Wars promotion

by Gemma Charles, Marketing 05-May-05, 14:13

Burger King is linking up with Lucasfilm for a multimillion-pound global promotion for the latest Star Wars movie, which hits UK cinemas on 19 May.

The activity, which is running across more than 60 countries, will launch on 9 May. It is intended to capitalise on the buzz surrounding the release of Stars Wars Episode III: Revenge of the Sith, the final addition to the iconic series of films.

The work will use the strapline 'The greatest force in the galaxy is here'. The main element of the promotion will be a scratchcard game, Choose your Destiny, which will be given away with adult meal deals and offers high-value prizes, including Mitsubishi cars and Sony plasma-screen TVs, as well as Burger King food. Collectable figures will be offered with kids' meal deals.

Burger King is planning a three-week TV campaign, created jointly by UK agency Delaney Lund Knox Warren and US agency Crispin Porter + Bogusky, which will break on the promotion's first day.

Promotional agency Jump Marketing has designed the point-of-purchase material, packaging and artwork for all Burger King's international markets.