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13th May 2004
BURGER KING®’s BeyBlades Kids Meal promotion has been awarded
‘Best International Campaign’ by the prestigious Kid Power Awards 2004.
The annual Awards programme is run by the Kid Power Xchange, a youth marketing
forum encompassing all areas of marketing, promotions, market research,
e-commerce and branding.
The BURGER KING® Beyblade campaign comprised a fully integrated
programme including a Kids Meal premium toy collection, restaurant-based
Beyblade tournaments, POP, TV advertising, Online partnerships and public
relations.
A hot property from Japan, Beyblade is a TV series and a
range of toys marketed by Hasbro, which features specially designed spinning
tops. The TV series features a group of adventurous kids who make up four
different Beyblade teams.
The Kids Meal premium collection was pivotal to the BURGER
KING® campaign and embraced all the key features of the TV series and
retail toy line. There were eight toys in the collection, each associated
with a particular character, which allowed kids to interact with the characters
and “do battle.” Kid meals sales in Burger King International markets
increased by more than 50 percent during the promotion.
"This award is a true testament to passion and commitment
to excellence that the BURGER KING® international marketing team and agency
partners throughout the world have put behind youth & family marketing.
It is an honour to be recognised for producing world class kids marketing
programmes by such a force in the industry, Kid Power,” said Mike Johnson,
International Family Marketing Director, Burger King International.
The Awards were presented to the 2004 winners at the Kid
Power Awards Ceremony and Lunch on Tuesday 4th May 2004 at Disney's Yacht
& Beach Club Resort in Orlando, Florida. Mike Johnson, International Family
Marketing Director accepted the award on behalf of BURGER KING®.
The Kid Power Awards were established to honour, recognise
and promote the most innovative Kids Marketing Campaigns. Each entry is
reviewed and anonymously judged by a panel of senior-level marketing professionals
who represent the youth marketing industry.
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