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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.
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4-26-2011 @3:20PM herkimer fudpucker said... We have been loyal to BK for generations but recently stopped eating there because the food seems to have a different taste, the employees are not so clean or neat in appearance and the friendliness is now almost non-existant. I hate that this is the case after all the years of being loyal to BK. We now go to BoJangles where, to us, the food is better, the atmosphere is better, and prices are so much lower. Breakfast is served all day and if one likes chicken, theirs is hard to beat. I hope the owners of our local BK take a hard look at the operation and go back to their old standards.
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4-26-2011 @4:07PM FletchGuy said... The taste has changed do to Changes made by the Clinton administration and Obama camp making them chnage thier food usage and forcefully making them not use transfat or other ingrediants with flavor due to pressure from special intersts grouos who think all people should eat and live thier way eliminating the peoples choice to consume flavor from things such as beef fats and additives. Same happened at McDiondalds. Remove transfat and you get a weird taste.
4-27-2011 @7:26PM gtoya1331 said... are u serious? its a frikn burger joint not your dining room
4-26-2011 @8:02PM Norma Duhon said... We were also loyal to Burger King for the past 25+ years, but the condition of the dining and bathroom areas have deteriorated over the past couple of years to the point that I stopped eating there, including the drive through.
4-26-2011 @6:33PM Howard said... I agree. I used to eat at burger king occassionaly. The last few times I was very disappointed. The food costs more and taste bad.
4-26-2011 @4:37PM Noz said... Wow...how can you be loyal to garbage like that? Unbelievable....truly.
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4-26-2011 @5:37PM Feeding My Kids Better said... So we can now have BK online like kid have webkinz and other online websites aimed at kids. First, kids don't need to eat hormone filled crap like BK dishes up. Second, the movie Thor is rated PG-13, so what kids are really going to be seeing this movie? Third, kids don't need to be in front of the computer, they need to be playing with real people in a real world (remember the great outdoors?).
I think this is a desperate attempt to get families back to BK after BK sorry commericals with the "King" being a perv!! If McD's offered online games, parents would be suing them!
There is always the other option, cooking real food for grwoing families. That's what I do. Off to go cook dinner with my kids Time to call them in from outside!
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4-26-2011 @5:38PM Mary said... The last 2 times we ate there, my hubby and I got sick from the whoppers, and that was at 2 different locations. Will never eat there again. They are doing something different with the ground beef. Tastes weird. Don't trust them anymore.
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4-26-2011 @5:54PM Yohan said... THIS is why franchises SUCK and are ruining the restaurant business. Why not try something a little more sensible like say, NOT using a microwave to heat up the fake beef patties. Actually cook it fresh and serve it fresh off the broiler. NO lets con children with useless plastic toys....
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4-26-2011 @8:54PM Richard said... We like the Veggie burgers, the grilled chicken, onion rings and fish sandwich better at BK. Oddly, I go there for quicker service because they have fewer people in the car line.
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4-26-2011 @11:36PM Johannes said... When the body yearns for hot fresh grease: --- Its MacDonalds of course. When the body yeans for: Hot Propane Gas --- its Burger King, Wendys,& Hardee's of course .. If you want to live longer -- Its 5 Guys Burgers & Fries. Their french fry grease of fresher. The City Morgue loves well preserved bodies to re-cycle !
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4-26-2011 @9:35PM Maggie said... "I agree, They have gotten Higher Priced, Lower quality, And Appears', Unclean and not up-todate on decor or cleanliness. But it's still a choice. Go or not go. That is your right. The racist commet's are so sad on these post's.
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4-26-2011 @9:45PM Francisco said... BK has taken a turn for the worst in the customer service department. The BK's I visit here in Florida are atrocious when it comes to dealing with customers. It seems the management at BK completely overlooks that aspect when they hire these ignorants. I used to be a fan but I made a promise to never go there again until they clean up their act.
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4-26-2011 @10:01PM Kay said... Stop going about year and a half ago. They changed the coffee...that was it for me. I miss that good coffee. What a shame. It is crap now.
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4-26-2011 @10:09PM MR FRITZ said... Does Burger King Use E-VERIFY to screen applicants and be assured they aren't hiring illegal aliens instead of true Amwerican citizens ? AVOID ANY BUSINESS THAT HIRES EMPLOYEES WITHOUT USING E-VERIFY TO VERIFY THAT THEY ARE LEGAL US CITIZENS !!!!!!!!!!!!!!!!!
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4-26-2011 @10:17PM Barb said... When you have a problem ask for the manager. Then get the name of the regional manager. You may wish to email corporate if they are listed. Nothing will change when the company doesn't know that customers are not happy. Alice, shame on you. However, I can't fix stupid. If enough people bring this to the attention of BK, change should happen. Not a fan of fast food but weaken now and again @ Taco Bell, lol.
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4-26-2011 @10:19PM Bigdaddy said... I was hoping their "big announcement" was that they were going to get rid of that creepy "King" character. God, I hate that thing! Eek!
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4-26-2011 @10:31PM cascarrabias said... What's BK doing next? Just following all of McD's moves, from burgers and kid's meals to friendly commercials.
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4-26-2011 @10:54PM DennyBeMe said... I get together with a group of guys (almost all retired) at our local BK every weekday morning. The food is fine, but - I used to say this was a coffee group, but not now!! BK installed something called "Seattle's Best" instead of real coffee. It is bitter, and has an aftertaste. I like strong coffee... but this stuff just masquerades as coffee. I have no problem with their food, or with promoting to kids - although I think I might like to see Thor too!
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4-26-2011 @11:14PM Thomas Swist said... And this is a big surprise: toys tied into "special" web characters? Just slick marketing: money better spent improving the product quality and IQ of the fry slingers--they're as half-baked as the potatoes they serve up.
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