With the purchase of a Kids' Meal at the restaurant, kids get small toys related to the Marvel comic in addition to codes that entitle them to exclusive digital-comics chapters at its kids' website, www.ClubBK.com. The four comic strips are a prequel to the movie, which opens May 6.
And the chain isn't alone in its digital push. As we reported earlier, McDonald's is getting in the web game with its McWorld.com site ("Ronaldgrams," anyone?), and later in May, Wendy's plans to host "Wendy's Family Week" on "Wheel of Fortune" to encourage customers to enter an online sweepstakes.
Burger King's "Thor" campaign will get its own national TV ad blitz that centers around the chain's new chicken tenders and highlights the Kids' Meal toys: action figures, wearable accessories, a toy hammer and a journal. As part of the campaign, Burger King will give customers a secret password that allows them free access to more than 100 digital comics from Marvel.
"Through our work with Marvel, we're able to offer our younger guests unseen access to this hot property, but we know that the exclusive comic content will also appeal to customers of all ages who follow Thor's story," Andreas Barth, Burger King's senior vice president of North American marketing, said in a statement.
Marketing to children with kid-centric movie tie ins is nothing new for chains, but it remains to be seen if youth will really be interested in interacting with burger joints on the web when there are so many other options out there. No kid we know would be willing to replace their Webkins with Whoppers.