Really, Burger King? Really?
I’m not Team Edward OR Team Jacob. In fact, I don’t even know which one is which. I’ve never read any of the Twilight books or seen the movies. And I don’t plan on it. Ever. But all of that is really beside the point that I’m about the make here.
This past weekend we were on a road trip and stopped at Burger King for a quick, unhealthy lunch. Of course the entire restaurant (if you can even call it that) was plastered with Twilight and Eclipse posters and paraphernalia. I understand that big chain places like BK are going to market hot movies and do promotions based on them. It’s always been that way. It’s a money maker for both parties. I have no problem with that. What I do have a problem with is that Burger King continued the Eclipse marketing in the form of their kid’s meals. WTF!
To me, kid’s meals are just that, meals for kids. And when I say kids I’m implying someone under the age of 12, most likely even younger. Most teenagers I know can and do consume much larger quantities of food than are given in a kid’s meal at Burger King. So, if kid’s meals are geared toward kids under 12 then why would BK put an Eclipse “prize” in the kid’s meal? The movie is rated PG-13 due to some violence and scenes of sexuality (according to IMDB.com) so it seems very counter intuitive to me for BK to do this. I know all they’re doing is seeing dollar signs but still. It’s not like there aren’t any other big blockbuster movies that they could use in their marketing. How about Toy Story 3? Of course, I’m not a marketing expert or anything and I’m sure one has to offer the other the deal. I’m sure they don’t just get to choose what they want to use for prizes, but I simply can’t understand this.
After bringing this topic up with some of my family and friends I have heard that some Burger Kings offer an alternate “toddler prize” for the kid’s meals upon request. However, I was unaware and the cashier who took my order at BK clearly saw that I had a 3 and 1 year old in tow. Obviously they had no idea what Eclipse was. I was never offered a toddler prize and I didn’t see any signs anywhere that they were even available.
In reality I know that BK and [whoever produced this movie] do not care about whether or not my child actually likes the prize. I know they just care about the money, but really Burger King? Really? (a la Seth Meyers on SNL)
Image borrowed from www.bellasdiary.com
The “prize” we received was the mini tote bag. Seriously? It’s a little piece of fabric with a handle on it. It’s not even big enough to hold a pack of gum. Oh and I love how the poster says keepsakes for girls and guys. It’s clearly not targeted toward kids, otherwise it would have said girls and boys. Ok, rant over.
about 2 years ago
I’ve never read the series and don’t plan on it. I’m Team “I don’t give a shit” and I’ll be glad when this fad dies.
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Kristin Reply:
July 20th, 2010 at 10:42 am
100% agreed, Lins!
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about 2 years ago
I LOVE Twilight (as you know, haha) and yet I am totally on board with you re: marketing to kids at a BK with this stuff – I think you’re spot on with the whole “it’s all about the $” but let’s face it, Toy Story 3 makes infinitely more sense. My hunch is that when someone like BK signs on with Twilight (or the company that manages the Twilight brand), they make it exclusive for a period of time such that Twilight gets to be blasted on everything and there wouldn’t be an opportunity for say, Toy Story 3, to be on the BK equivalent of the Happy Meal or whatever. It would be nice if there could be multiple brands and/or campaigns going but there are clear benefits to having just one brand at a time in the store (simplicity, no competition between images, lower costs, etc.) – my hunch is that BK latched on to Twilight for all the reasons you highlight (it’s hot right now, etc.) and probably did the analysis where they looked at how many kids younger than the tween age are regularly in their store, etc. (well, I hope they did this) and then considered how much $ they’d make vs. how many mothers they might upset
– I know it sounds silly and I’m sure what I’m describing wasn’t the exact process but if I’m on the BK marketing team and I’m in a room with Eclipse and they’re offering me X amount of $ for promotion, I would have had to have seen a net positive gain for BK from it . . . which at the end of the day, was probably driven more by $ than overall customer satisfaction 
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Kristin Reply:
July 20th, 2010 at 10:42 am
Exactly, Russ. It’s all about the $$. I can’t say I blame them. I just think it’s silly. They could have just put a lame, no name prize in the kids meal instead of trying to put in a competing or alternate movie’s prize. Or even just giving nothing would have made me happier. Thanks for your 2 cents!
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about 2 years ago
You should send this blog entry to BK themselves! I TOTALLY 200% agree with everything.
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Kristin Reply:
July 20th, 2010 at 10:40 am
I’m sure I’m not the first, or only, parent that has “complained” about this. I’d love to send it to BK but I have no idea where? Or if they’d even look at it. Probably not worth my time…
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LCW Reply:
July 20th, 2010 at 11:10 am
It can’t hurt to type up a quick letter and send it to BK headquarters. I think they may be interested in hearing what consumers are saying about the Kids Meal. It doesnt need to be a long letter, but a squeaky wheel gets the oil.
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Kristin Reply:
July 20th, 2010 at 11:14 am
You’re right. I just might do it! I love being a squeaky wheel!