Sep 22, 2008 6:04 AM, PROMO Xtra, By Amy Johannes

Burger King Corp. is wrapping up a monthly-long promotion around its BK Oreo Sundae Shake, which asks customers to decide whether the dessert is a sundae or shake for a chance to win instant prizes.

Visitors to www.sundaeorshake.com can cast their votes through Sept. 28 for a shot at a 80GB Apple iPod classic, $10 iTunes gift cards, or $10 BKCrown Cards. To play the game, people register and answer the question, “Is it a sundae or a shake? Registrants then find out if they instantly won a prize.

As of Friday, the race was tight. Some 54% of people said the dessert was a sundae, compared with 46% who consider it is a shake.

The promotion, developed through a partnership with Kraft Foodservice, a division of Kraft Foods Global, Inc., also includes an online game, called “Down the Pipe.” People can play it on the site or download it as a widget.

“This promotion was developed to engage with BK Oreo Sundae Shake lovers, and invite new people to try [it] for the first time,” Basil Maglaris, a spokesman for Kraft Foods, said.

Burger King is targeting its “super fans,” 18- to 49-year-old males and females. But the promotion appeals to broad range of customers, John Schaufelberger senior vice president, global product marketing and innovation, for Burger King Corp. said.

“We want our customers to be engaged and entertained,” he said. “We wanted to create an interactive promotion that allows the consumer to decide, ‘sundae or shake?’ It delivers our Have It Your Way brand promise to our guests’ fingertips.”

The promotion has drawn nearly 30,000 unique registrations and more than 165,000 votes on www.sundaeorshake.com since it kicked off on Aug. 18.

While Burger King wouldn’t disclose sales figures, the product has been a hit with consumers and operators, earning a permanent spot on the chain’s dessert menu, Schaufelberger said. The product launched in July 2007.

Oreo Sundae Shake features a creamy shake with bits of Oreo cookie and includes an oversized BK Pipe straw.

To spread the word, street teams distributed 64,800 blue BK Pipe straws and flyers in 18 markets to drive people to the Web site and vote. Flyers were also inserted in alternative newspapers in five markets and banner ads appeared on sites including VH1.com, MTV.com, ESPN.com, Oreo.com and FoodChannel.com.

Noble Chicago is handling the promotion on behalf of Burger King and Kraft Foodservice.

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