Burger King Launches Soccer Program Targeting Hispanics
Burger King Corp. is kicking off a series of soccer events this weekend targeting Hispanics to build its brand and give customers another reason to visit its restaurants.
“Futbol Kingdom,” the first Burger King event of its kind, will visit eight markets nationwide through September, offering a series of soccer activities designed to reach first-, second- and third-generation Hispanics. Visitors can see Soccer Showdown, a team of champion freestyle and street-ball players from Europe, perform. Players will also offer demonstrations and teach “ground moves” via clinics.
People who attend the eventS can also test their skills in various activities. In the fan interaction area, visitors can try to kick a soccer ball into a goal wearing binoculars. Or they can jump inside a large inflatable soccer ball and try to roll themselves into the goal area.
Points can be earned for visiting and participating in each activity and redeemed in the Burger King Crown Card area for Futbol Kingdom-branded premiums or BK gift cards, Alexandra Galindez, Burger King Corp.’s director, multi-cultural marketing, said.
The free program kicks off Aug. 3 at South Street Seaport in New York. Other stops include the Plaza Garibaldi in Chicago, Golden gate Park in San Francisco, CA, Placita Olvera in Los Angeles, the Cherry Island Soccer Complex in Sacramento, CA, Dick’s sporting Goods Park in Denver, Moody Park in Houston and Tropical Park in Miami, FL. Details are available at www.futbolkingdom.com.
The program is similar to a National Football League experience, but it’s all about soccer, Galindez said.
“The objective is to extend the brand a little further and connect with Hispanics at a community level,” she said. “The idea of having this type of event came from a strong desire to bring ‘Have It Your Way’ (Burger King’s motto) to life. It’s something that resonates with all audiences.”
Burger King will also sample its Apple Fries with caramel dipping sauce in an effort to reflect the company’s interest in healthy, active lifestyles, Galindez said. Dr Pepper, which is sold at BK restaurants, is a partner in the events and will be onsite sampling its products.
P-O-P, online marketing and radio and TV spots support the promotion. Macias Advertising developed the program’s concept and EventUS is handling event management. Nevarez Communication is in charge of PR.
