People who saw a Burger King featuring 'The Simpsons Movie' were 40% more likely to go and see the film than those who were only exposed to the television, radio and in-theatre trailers promoting only the movie.
IMMI, a market research company, found that 9.1% of its panellists who experienced either a television, radio or trailer ad an average of 6.1 times between July 4 and August 9 saw the movie. However, 13.3% of panellists who saw the Burger King tie-in commercial in addition to regular movie advertising during the same time frame went to see 'The Simpsons Movie'.
The company also found panellists who were exposed to the 7-Eleven and 'The Simpsons Movie' tie-in radio campaign, in addition to the regular movie campaign, were twice as likely to head to the theatres.
Amanda Welsh, head of research for IMMI, said: "The tie-ins with Burger King and 7-Eleven helped lift the advertising for the film above the clutter.
"The creative use of tie-ins across two media platforms delivered a significant number of moviegoers into theatres to see the movie. This type of integration between advertiser and content provider results in campaigns that have an impact on consumers."
The study was implemented through a research panel that covered fundamental demographics in key markets. The panellists were given a mobile phone to carry around at all times, which was equipped with a technology that creates digital signatures of all the audible media (television, radio and movies) to which it has been exposed.
From this data, IMMI can determine viewing audiences, as well as certain types of consumer behaviour based on a timeline of when the media was viewed or heard.
These results follow the news last week that Viacom will not allow its cartoon characters, such as Rugrats and SpongeBob SquarePants, to be used to promote junk food to children.
Another children's entertainment giant, Walt Disney, said last October that its characters would only be allowed to appear on products that met certain nutritional standards.
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