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BK Push Takes 'Simpsons' Far From
Springfield
Fox's unsinkable series to be served up
in 58-country promotion
T.L.
Stanley
Mediaweek
November 10, 2008
NEW YORK In the churn and burn world of entertainment,
evergreen properties, without high-profile stunts or
tentpole films, tend not to generate much heat.
Apparently that just doesn't apply to The Simpsons.
Burger King is partnering with the series for a global
promotion launching this week. Centered around the Kids
Meal, it includes 17 million premiums, custom-created TV
spots and in-store and online media. It will roll out
across 58 international territories, including Asia,
Europe and South America.
BK's relationship with the yellow, animated family from
Springfield goes back 16 years -- during which it has
run 10 co-branded programs. "There's enough of a halo
effect, and the property has such widespread appeal that
it's not really necessary to have a movie or DVD
release," said Cindy Syracuse, BK's senior director,
cultural marketing.
BK, which launched the hugely popular Simpsonize Me
online program around The Simpsons Movie in '07, will be
the first partner to get its hands on the famous couch
gag that leads every Simpsons show. The fast feeder's ad
agency, Campbell Mithun, Minneapolis, has created a
live-action TV spot that plays off the opening sequence
of the series with the family clowning around on the
living room sofa. Collectible premiums in Kids Meals
will follow that theme, snapping together to make a
wacky tableau under the tagline, "Hang out with the
Simpsons." The Pitch Agency, Los Angeles, helped create
the program.
With the show's consistent track record, consumer
products sales that now top $6 billion, popular Simpsons
theme-park attractions in Hollywood and Orlando, and a
movie that raked in $527 million worldwide, Fox can
afford to cherry pick its Simpsons partners. "We look
for the highest level blue-chip brands and partnerships
with a major scope," said Howard Nelson, vp of worldwide
promotion at Fox Licensing and Merchandising. "You won't
see us doing small brand partnerships for this
property."
Fox, which recently re-signed the show's voice talent to
new three-year deals, is prepping for the 20th
anniversary of The Simpsons to kick off in '09. The TV
season is on the cusp of November sweeps, and there's a
season 11 DVD recently launched into the market. But
those factors didn't drive the current BK deal.
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