Burger King 2007 Annual Report Download - page 15

We upped the ante on portability with the
FRYPOD™ french fry packaging that fits in
a car’s cup holder, and the BK PIPE™ straw,
which makes it easier to drink our creamy
BK™ Sundae Shakes. We also continued to
focus on our portable innovation that makes
the eating experience fun: BK™ Chicken Fries
with sauce served inside the packaging.
Innovation opportunities continue in fiscal
2008 with the Flexible Batch Broiler, now
rolled out to all U.S. and Canada company
restaurants. e broiler is a revolutionary
cooking platform that can cook thicker,
juicier meats.
MARKETING PROMOTIONS
We’re all about serving up what our guests
want, so we choose marketing partners who
hold special appeal for our SuperFans, like
Microsoft, which introduced three XBOX®
games featuring racing, action and adventure
with the King; the NFL, where Super Bowl
XLI attendees got their game on in video game
tournaments against NFL players at the BK®
Gamers Lounge; and a NASCAR sponsorship
that took advantage of one of the most popular
sports in the United States.
Spidey senses were tingling with our
“Which Spidey Suits You” game, a global
Spider-Man™ 3 promotion that resulted in a
million-dollar payout to one loyal guest. And
we ended the year in the yellow, literally: As part
of a promotion for e Simpsons™ Movie, we
created simpsonizeme.com, an interactive Web
site that converts digital photos of consumers
into Simpsonized versions of themselves. In
just one month, 25 million photos were
uploaded, with over half a billion hits to date.
Of course, the enigmatic, eccentric and,
some say, slightly creepy King is still the
core of our brand. Since introducing the
now-iconic King in a series of unforgettable
TV commercials in 2004, ARS have reached
an all-time high. Today’s consumer demands
engagement and active participation. e
HOME OF THE WHOPPER® has become
a thought leader, introducing a constellation
of firsts in the consumer product business:
digital media, interactive Web sites and an
irresistible spirit of innovation.
The King has re-mystified the
brand. A pop-culture icon whose
creepiness makes him cool, he’s
got people talking everywhere
from YouTube to late-night TV.
THE KING
The King attended one of the
most important events of the
season – the 2007 NFL Draft
at Radio City Music Hall in
New York City – and held court
with five lucky fans who won
an onsite raffle.
NFL
Guests swung into action
with our Spider-Man™ 3
scratch-and-win game where
they could choose either the
red or black Spidey to reveal
their prize.
SPIDER-MANTM 3
Our edgy approach to
advertising and marketing
speaks directly to our
SuperFans. In fact, our
provocative style has done
more than turn heads; it’s
helped transform our brand
into an international icon.