Burger King is investing a lot of its marketing budget into blockbuster movie sponsorship this summer. According to The Wall Street Journal, Burger King will tie its products to Paramount Pictures’ Star Trek, Transformers 2 and G.I. Joe: Rise of Cobra. The 3-film partnership is new for both Burger King and Paramount Pictures, and it seems like a home run for Burger King.
Burger King has released one of the company’s new ads for Star Trek glasses, which will be available at Burger King locations soon. Certainly, both die-hard Trekkies and anyone who hasn’t lived under a rock for the past 30+ years, will recognize the parody of Star Trek Klingons appearing as Kingons in the new ad. It’s clever, and as much as the Burger King character freaks me out, this rendition does seem to work.
So often product placement seems haphazard and inappropriate resulting in a missed opportunity. I think the Burger King and Paramount partnership is a good one. It’s nice to see fast food restaurants tying their brands to movies that don’t have a G rating. In other words, there does appear to be a place for fast food sponsorships in movies that aren’t cartoons (it worked for Burger King and Paramount for both the original Transformers movie and Iron Man). I suppose these movies are based on comics and cartoons, but the audience for these movies is not likely to be made up primarily of the preschool demographic.
What do you think? Is the Burger King-Star Trek partnership a good one?
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