Paramount forges 'Star Trek' tie-ins

April 16, 2009 Kellogg's Tony the Tiger, Burger King's ubiquitous King mascot and Esurance's animated Erin will appear in custom-created "Trek"-themed advertising as part of an estimated $50 million worth of partner promotions for the J.J. Abrams version of the classic property. The tie-in deals intend to hit moms and gatekeepers in grocery stores, young adults and kids with two separate Burger King promotions, and Trekkies and other tech-savvy fans with Intel's Lenovo computers and BoldlyGo Web site. Verizon, for instance, plans a heavy TV, print, outdoor and in-cinema ad campaign, co-branded with Nokia, along with a deep well of original "Trek" content available on V Cast to its mobile customers.

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