Burger King Searches for a Court King Via Basketball Tournament
Burger King Corp. is hitting the streets to crown a new “king” in basketball as part of a 15-college tournament tour.
Burger King, with Kenny “The Jet” Smith, has launched the King of The Courts, a 3-on-3 basketball tournament that is traveling to 15 historically black colleges across the country. The tour is part of Burger King’s multicultural marketing effort to reinforce the QSR’s image as an originator of innovative consumer promotions and reminder to consumers that the chain is a “cool brand that they truly identify with,” said Sope Aluko, multicultural marketing manager for Burger King Corp.
“Burger King is seeking ways to build an emotional connection with its target consumers (African American male super fans, 18-34 yrs old) through community grass roots/guerilla marketing efforts,” Aluko said. “Basketball is a top sport among…super fans in terms of viewership and play. Specifically, 3-on-3 basketball is a neighborhood style of basketball that embodies every aspect of the BK “have it your way” proposition.”
The King of The Courts tournament, which kicked off Sept. 10 at Chicago State University, stages a series of 3-on-3 elimination basketball games for the next four months. The winning team at each college will receive up to $3,000 in cash and prizes, including an all-expense paid trip to the finals in Houston in February.
The grand-prize winning trio will get up to $33,000 in cash and prizes and exclusive access to Burger King-sponsored events for one year.
A tour bus will accompany the tournaments slam dunk and shoot-out contests featuring the latest in interactive video games and a Greek step show. DJs will mix music by some of up-and-coming Universal Music Group artists, including Yummy, Jae Millz and Playaz Circle.
College students who want to participate must have a valid college i.d. Tournament participation is on a first-come, first served basis. The tournament will stop at Wayne State in Detroit on Saturday and the Borough of Manhattan CC in New York City on Sept. 24. A full schedule is available online at BKkingsofthecourts.
Each campus will host an after-party after the event. Burger King plans to donate the proceeds to local community sports and recreational refurbishment efforts.
The tournament ends Feb. 17 in Houston with the 3-on-3 finals. Internet materials, radio spots, on-campus signage and print ads support. New York City-based UniWorld Group handles.
