Burger King(R) Restaurants Construct Transformers: Revenge of the Fallen Promotion

Burger King(R) Restaurants Construct Transformers: Revenge of the Fallen Promotion

Burger King Corp. Brings Restaurant Guests Transform YOUR WAY(TM) Game and BK BBQ DOUBLE STACKTICON(TM) Burger

Miami--(BUSINESS WIRE)-- Starting today, Burger King Corp. (NYSE:BKC) is bringing customers the action of the highly anticipated film Transformers: Revenge of the Fallen, which opens in theaters on June 24. The Transform YOUR WAY™ promotional game gives restaurant guests a one-in-two chance of winning one of thousands of prizes, including $1 million*, an all new Chevy Camaro 1SS, BURGER KING® food items and more. Each game piece offers a prize under one of the two scratch-off areas, making every game piece a possible winner. Game pieces are available on specially marked menu items while supplies last.

Visitors who register and enter their game piece codes on the site can search on a virtual globe for "King Robot," who disguises himself as a stainless steel BK® broiler. Each day, from June 22 to July 19, visitors will have the chance to win at least $10,000.

Restaurant guests can also bite into the new BK BBQ DOUBLE STACKTICON™ burger available beginning June 22 for a limited time only at the suggested retail price of $2.79. Like the original BK® Stacker sandwich, the Transformers: Revenge of the Fallen-inspired burger allows guests to stack multiple burger patties, bacon, sauce and cheese similar to the construction-themed Transformers: Revenge of the Fallen robots. The BK BBQ TRIPLE STACKTICON™ burger will also be available for a suggested retail price of $3.49, and the BK BBQ QUAD STACKTICON™ burger will be available for a suggested retail price of $4.29.

"With our entertainment partnerships, we strive to expand the movie experience for fans, bringing the film beyond the big screen and into our restaurants," said Russ Klein, president, global marketing, strategy and innovation, Burger King Corp. "There are two reasons to play the Transform YOUR WAY™ game. Not only is every game piece a possible winner, but the chance to win continues with the online extension."

A series of television advertising spots for adults will feature "King Robot," who awards unsuspecting customers with cash as part of the Transform YOUR WAY™ game. The kids-focused advertising, directed by the film's hit director Michael Bay, features a group of kids who are waiting in a BURGER KING® restaurant parking lot when they're approached by real AUTOBOTS®.

"Burger King Corp. once again has developed a great way to build excitement for a major film through an incredibly creative advertising and marketing program," commented LeeAnne Stables, Executive Vice President of Marketing Partnerships, Paramount Pictures. "The seamless integration of the in-store activity with the online engagement for consumers to win chances for great prizes themed to Transformers: Revenge of the Fallen makes for an impressive program."

In addition, each BK® Kids Meal will come with one of eight Transformers: Revenge of the Fallen toys that bring the movie's characters and vehicles to life. Based on scenes from the movie, toys like the "Change Up BUMBLEBEE" and "Constructin' DEVASTATOR" are available at participating BURGER KING® restaurants while supplies last.

*No purchase necessary. $1 million payable over 20 years without interest. Game ends July 19, 2009. Official rules available at participating restaurants.

About "transformers: Revenge Of The Fallen"

In the highly-anticipated "TRANSFORMERS: Revenge of the Fallen," debuting June 24, 2009, Sam Witwicky (Shia LaBeouf) again joins with the AUTOBOTS® against their sworn enemies, the DECEPTICONS®. Michael Bay directs from a screenplay written by Ehren Kruger & Roberto Orci & Alex Kurtzman.

TRANSFORMERS is a trademark of Hasbro, Inc. (NYSE:HAS). Hasbro is a worldwide leader in children's and family leisure time products and services with a rich portfolio of brands and entertainment properties that provides some of the highest quality and most recognizable play and recreational experiences in the world. As a brand-driven, consumer-focused global company, Hasbro brings to market a range of toys, games and licensed products, from traditional to high-tech and digital, under such powerful brand names as TRANSFORMERS, PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, CRANIUM and WIZARDS OF THE COAST.

DreamWorks Pictures and Paramount Pictures Present In Association with Hasbro A di Bonaventura Pictures Production A Tom DeSanto/Don Murphy Production A Michael Bay Film "Transformers: Revenge of the Fallen" starring Shia LaBeouf, Megan Fox, Josh Duhamel, Tyrese Gibson and John Turturro. The film is directed by Michael Bay. Written by Ehren Kruger & Roberto Orci & Alex Kurtzman. Based on Hasbro's Transformers™ Action Figures. Produced by Don Murphy & Tom DeSanto, Lorenzo di Bonaventura and Ian Bryce. Executive producers are Steven Spielberg, Michael Bay, Brian Goldner and Mark Vahradian. This film has been rated PG-13 for intense sequences of sci-fi action violence, language, some crude and sexual material, and brief drug material.

About Burger King Corporation

The BURGER KING® system operates more than 11,800 restaurants in all 50 states and in 74 countries and U.S. territories worldwide. Approximately 90 percent of BURGER KING® restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. In 2008, Fortune magazine ranked Burger King Corp. among America's 1,000 largest corporations and Ad Week named it one of the top three industry-changing advertisers within the last three decades.

Source: Burger King Corp.



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