BK boosts Homer Simpson movie


Homer Simpson would be proud that it took the allure of burgers to get audiences to see his new film, according to results by Integrated Media Measurement Inc. (IMMI), a provider of consumer behavior data. The data collected by monitoring actual consumer behavior, shows that individuals who watched the Burger King television commercial with "The Simpsons Movie" tie-in in addition to regular movie ads were 40% more likely to actually go see the film than those just exposed to the television, radio and in-theatre trailers solely touting the movie. IMMI panelists experienced either a television, radio or trailer ad an average of 6.1 times between 7/4 and 8/9, with 9.1% of those people going to see the movie. 13.3% of the IMMI panelists who saw the Burger King tie-in spot in addition to regular movie advertising during that same timeframe went to see the movie. When compared only against other advertising seen a similar number of times and in similar places, the Burger King/Simpsons combo still drew 40% more people to the theater. Further supporting the notion that movie tie-in advertising helps drive consumers into theatres is the 7-Eleven "The Simpsons Movie" tie-in radio campaign. IMMI panelists exposed to the 7-Eleven ad in addition to the regular movie campaign (July 4-August 9) were twice as likely to head to the theatres.

"The Simpsons Movie" opened 7/27 and has grossed more than 165 million in the U.S.