How Burger King Transformed Restaurants Inside and Out for ‘Spider-Man’ Promo

Brendan Menapace

We love when a promotion is an all-encompassing installation. Lately, TV shows and movies have been doing much more than just decorating placemats or restaurant cups. Instead, they’re going from the floor to the ceiling, branding just about every flat (and not flat) surface possible to achieve an all-encompassing branding experience.

The latest is Burger King’s cross-promotion with the new Spider-Man movie “Across the Spiderverse.”

Burger King locations in New York, France, United Arab Emirates, Brazil, and more are using signage and other promotional products to make the entire trip to Burger King an advertisement for Spider-Man, and it starts the second a customer pulls up, as the exterior of the restaurants are decorated, too.

It all ties in with a special menu item, which is a Whopper dressed in a red bun with black sesame seeds, reminiscent of the hero’s costume. Sure, it’s a stunt, but who doesn’t love an extra superhero promo?

Other fast food restaurants like Wendy’s and Nando’s have created immersive pop-ups with shows like “Rick and Morty” and “Ted Lasso,” respectively.

It doesn’t have to be one of the biggest fast food restaurants working with a major movie franchise. Any time your client is celebrating something, don’t be afraid to go that extra mile, and think about every conceivable space where a logo could live.

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