May 15, 2008 6:05 AM, PROMO Xtra, By Amy Johannes

Burger King is backing the upcoming release of “Indiana Jones and the Kingdom of the Crystal Skull” with a marketing campaign featuring a scratch-off game, kids meal premiums and a limited edition burger.

Burger King’s “Reveal the Secret” scratch-and-win game lets players vie for a chance to win $1 million and other prizes. People enter codes found on large and king-sized orders of French fries and medium, large and king-sized drinks online at http://www.BKIndy.com through June 8 for a chance to win. Game pieces also appear on
extra value meal packaging. Other prizes include a 2008 Hummer H2, a trip for four to Peru from Expedia.com and free food items.

And in a first for Burger King, the company is offering a second chance sweepstakes on the site. Visitors who enter their codes and are not a winner can play the “Big Dig” game for a chance to win $10,000 daily. Players navigate their mouse on the screen and select a spot to “dig” on the screen.

People are already buzzing about the promotion, which launched Monday. Within the first 24 hours, more than 75,000 codes were entered online, and the first $10,000 prize was awarded, Burger King said.

“The sponsorship allows Burger King Corp. to give our customer and fans of the movie the action and adventure they love,” Brian Gies, vice president of marketing impact, for Burger King Corp., said in a statement.

For kids, Burger King is releasing eight-movie-themed Kids Meal toys globally based on scenes from the four “Indiana Jones” movies. Each bag features “Indy” trivia printed in invisible ink, which can be revealed using the invisible ink pen, one of the featured toy premiums.

A limited offer of an Indy Double Whopper also ties in to the film. The sandwich includes two quarter-pound patties with pepper jack cheese, bacon, spicy Cajun mayo, tomatoes, lettuce, ketchup, onions and major on a sesame seed bun and sells for $4.29.

TV spots, PR and online marketing supports the promotion. Wunderman handles the sweepstakes, P-O-P and merchandising, Edelman is in charge of PR, Campbell Methuen oversees the kids’ TV spot and CBB works on the adult TV spot.

“Indiana Jones and the Kingdom of the Crystal Skull” opens in theaters nationwide on May 22.

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