Burger King on Feb. 4 embarked on the biggest tour in its history, an 18-week, 41-city BK Next Best Move national mobile tour that is hitting African-American communities in search of “game-changers” both on the basketball court and in urban areas across the U.S. Reality TV star Syrus Yarbrough will accompany the tour to all 41markets.
The centerpiece of the tour is a Next Best Move-branded bus that will stop at Burger King restaurants in each city where radio remotes, celebrity appearances and random-draw sweepstakes for gift cards will take place. The brand also will distribute 5,000 coupons in each market that can be redeemed at BK restaurants and sample Burger King potato chips. The bus, which includes a full on-board editing suite, also will travel to basketball courts, community centers and cultural areas where the crew will film basketball moves and post them in real-time to its website, thenextbestmove.com. Individuals also can submit videos of their best moves and vote on a national winner who will receive a $10,000 prize and be featured in a basketball lifestyle magazine or website. Burger King’s site also will highlight people who are making “great moves” for a positive difference in each community.
“We wanted to broaden our reach and take our programs more nationally,” Alexandra Galindez, director-cultural marketing at Burger King, told Buzz. “African-Americans make up a big portion of our business. We know that by being in the community we get a halo over the brand. It allows us to be top of mind so that when making their fast-food selection, we will get their business. The big point for us is to be present in the community. We know that that matters to African-Americans.” Agency: Legacy Marketing Partners, Chicago.