[Aug. 11 UPDATE: Back Yard Burgers became the fourth chain to offer a Camaro as a sweepstakes prize.] General Motors may be struggling financially but it hasn’t lost its marketing edge: The automaker has placed its Chevy Camaro at the center of major promotions for Burger King, Carl’s Jr./Hardee’s and Papa John’s simultaneously.
● Burger King today began its promotional tie-in with the film “Transformers: Revenge of the Fallen,” which opens on June 24. The chain’s “Transform YOUR WAY” promotional game offers $1 million as its grand prize, with a 2010 Chevy Camaro 1SS as the secondary prize. Television spots featuring the “King Robot” and spotlighting the $4.29 BK BBQ Double Stackticon burger begin this week.
● Not to be outdone, guerilla-marketing expert CKE Restaurants today announced the launch of a Dr Pepper/Camaro instant-win game. Guests who purchase a large beverage or combo meal get an instant-win-game cup with a game code. Beginning June 24, guests can go to DrPepperCamaro.com to see if they have won one of six Camaros to be given out. At that site, customers also can play a Drive-Thru Derby simulation game that tests driving skills. And what will players pretend to drive? Yep, a Camaro.
● Finally there’s the Papa John’s “Papa’s Road Trip” promotion. The pizza chain invites customers to visit papasroadtrip.com and download and print an image of the 1972 z28 Camaro that Papa John’s Founder/CEO John Schnatter sold in 1984 to finance his pizza venture. Users then place the Camaro icon in front of a Web cam, allowing them “to take a virtual tour of the country with the Papa John’s founder,” according to a PR release, where they will see billboards with pizza discounts. A YouTube tutorial is available to explain this somewhat complicated process.
And Chevrolet has a Camaro promotion of its own ongoing. It promises to give one lucky person Nascar driver Dale Earnhardt Jr.’s Camaro.