On our way back home from a great holiday weekend we had a very difficult decision to make. Where can we stop to eat? Since my daughter loves Macaroni and Cheese the obvious stop had to be Burger King.So we ordered our kids meal and I noticed something that seemed odd. The kids meal promotional toy was for the new Star Trek movie. Using movies for kids meals has been a long standing practice in the quick serve industry. What I do not get is the new Star Trek Movie is rated PG-13 and by creating toys for kids meals you are ultimately promoting this to kids under 13 who legally can not go to this movie. Besides is the target market really kids or is it the older generation who have grown up with this. Further more do they (the TM) even buy kids meals or would they be more willing to purchase a "Trek-Tastic" Whopper
Is this is a waste of money for Star Trek? Is BK the new "Treky" hang out?
9 comments:
I think that BK is a little off base here. Although the movie is one of the hotter items out there, I dont think they should use Star Trek for KIDS meals. They should have given you asn alternate or something.
ABOVE Dan C. p.4
I don't think Burger King's advertising choice was completely crazy. Although the movie itself is not for children who are eating the kids meal (because it's PG-13), who is buying the kids meal for them? If the child is under 13, then they're probably not buying their own food. Parents are involved in the purchase and the movie ad ultimately gets passed by them. I think Burger King is indirectly advertising Star Trek to adults, also. So maybe it's not a complete waste of money after all.
Megan Larson, Hour 4
I don't think this is a good idea for them to advertise Star Trek on the kids meal. First off, many of the kids who will be buying the kids meal have no idea what Star Trek is... Even I don't really know what it is. Second, this appeals to older teens if anything. I think BK should've chosen a different movie to put on the kids meal.
Max B P4
i think this is an awful idea for burger king. kids can't even go see star trek so why would they care about the movie. the people who care about the movie and who should be targeted are the older generation who have been fans for years.
ashley froelich p.6
I agree. I personally think i'm too young for star trek, so how aren't kids younger than me? This was definately a bad idea on the star treks side. But Burger king, good job for getting them to do this!
^above comment is from Meghan T. 4! ^
I think this was the wrong angle for burger king and star trek to come at. They shouldn't be promoting Star-Trek to kids that are unable to see it. Plus, adults want to make their kids happy so if the kids don't want a star trek toy but rather the up up and away toy at Mcdonals then they will take their business elsewhere overall hurting Burger King. I can see they were trying to attract the older generations that buy the kids meals but who said they have to be in the kids meals? They could have come at a different angle and said collectibles for adults if that was their original target market.
Kristen 4
I believe that burger king should have thought of something else to promote their food with. Since the movie is rated pg 13 and the majority of people who get kids meals with the exception of Mr. Harrison are under the age of 13. They should have picked a more age appropriate toy
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