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Last week, Burger King (BK) launched a promotion which is tied in with the movie premiere of "Transformers: Revenge of the Fallen." The campaign includes a menu scratch game titled "Transform Your Way", which gives consumers the chance to win $1million, a Chevy Camaro 1SS, and BK food items.Consumers can also enter a contest at to get a chance to win a $10,000 prize.

After registering their game codes, contestants must look for the "King Robot," who is disguised as a stainless steel BK Broiler chicken sandwich.

The contest is valid until July 19.

"With our entertainment partnerships, we strive to expand the movie experience for fans, bringing the film beyond the big screen and into our restaurants," explained Russ Klein, Burger King's president for global marketing, strategy, and innovation.

"There are two reasons to play the 'Transform Your Way' game.

Not only is every game piece a possible winner, but the chance to win continues with the online extension."BK has also integrated some of its food products with the movie.

The fast food restaurant now offers the new BK BBQ Double, Triple, and Quad Stackticon burgers.

The Stackticon derives itself from the Transformers' construction theme.

BK diners can "build" their meals by stacking burger patties and other accoutrements.

The Stackticon gives the diner options that will be available in participating BK menus.

TV ads will also promote the campaign.

Source: Adweek �
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