Burger King Kicks Off NFL Sponsorship Via Wrapper Promo, Sweeps
Are you ready for some football? Burger King Corp. this week breaks its first— promotion to leverage its sponsorship of the National Football League with a sweepstakes, tournaments and other football-themed offers.
To kick off the NFL Your Way promotion, Burger King has launched a new sandwich, the Angus ‘Shroom & Swiss Steak Burger. Consumers who buy any Angus steak burger will receive a unique code under the burger wrapper that can be redeemed online at NFLyourway.com for one of five offers: an exclusive Madden NGL 2006 trailer for Xbox 360; three trial issues of ESPN The Magazine; a free sample of NFL Sunday Ticket from DIRECTV; an online Hall of Fame DVD footage from Warner Home Video and a $5 rebate offer by mail; or free NFL cellular phone wallpaper from Motorola from a favorite sports team.
Customers can also enter to win a sweepstakes for a chance to win two tickets to Super Bowl XL in Detroit. Consumers can complete an entry form online at NFLyourway.com. The top prize includes two tickets to Super Bowl XL in Detroit, round-trip airfare and hotel accommodations and an invitation to a pre-game brunch. Ten first-prize winners will receive an NFL Super Bowl collection valued at $173; 10 second-place winners will get a Sports Madden NFL 2006 video game.
The NFL Your Way promotion and sweepstakes is open to consumers 18 and older and runs through Sept. 26.
Burger King signed a deal this spring with the NFL to become the official QSR sponsor and a national promotional partner of the league, marking the first time the fast food chain has joined forces with a major sport (PROMO Xtra May 19). The one-year deal with the NFL gives Burger King rights to the NFL, NFL Kickoff Weekend, NFL Playoffs, Superbowl XL and use of all 32 member clubs. Financial terms of the deal were not disclosed.
“In our first year as an official sponsor of the NFL, Burger King Corporation wanted to go big,” said Russ Klein, chief global marketing officer for Burger King Corp., in a statement. “The indulgent new Angus ‘Shroom & Swiss Steak Burger, multi-faceted NFL Your Way promotion, free fan-related extras and two chances to win tickets to Super Bowl XL will satisfy the hungriest football fans.”
Burger King is also giving football fans a chance to get in on the action— tabletop finger version of the game. On Sept. 13, the QSR will launch the Burger King Finger Football Challenge, setting up “stadiums” in eight cities nationwide. Consumers can go head-to-head in a single elimination-style tournament of finger football on select event dates. Participating markets include Baltimore, Chicago, Dallas, Denver, Detroit, Miami, San Diego and San Francisco/Oakland bay area. One NFL great in each city will coach players and crown one local winner.
The eight winners from each market will win a trip for two to Burger King Finger Football Finals, hosted by two top NFL players, in New York City on Oct. 18. The top player will win the grand prize trip for two to Super Bowl XL on Feb. 5, 2006. Tournament times and locations can be found on NFLyourway.com.
Internet materials and P-O-P support. Chicago-based Wunderman and Equity Marketing of Los Angeles handle.
