How To Measure A Promotion’s Effectiveness In The Marketplace

According to Promo Magazine, SpongeBob SquarePants figures have been swiped from Burger King roofs in New York, Minnesota, Wisconsin, Maine, Tennessee and Utah over the past two weeks. The giant inflatables are on select BK locations to promote The SpongeBob Squarepants Movie and the QSR’s Kids Meals and promotional watches.
At one BK in Utah, employees handed out fliers to try and locate their missing SpongeBob. In Minnesota, a BK manager received a ransom note demanding two “Krabby Patties” in exchange for SpongeBob’s return.
According to a franchisee in New York, the inflatables are worth $350 each. Police in the six states said they do not think the crimes are connected.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. I don’t think it has anything to do with the effectiveness of the promotion – All it does is show that Spongebob has a huge cult following.

  2. Carl LaFong says:

    All hail Spongebob! He is the light and the glory!

  3. Yeah, I’m with Jack. Unless the Spongebob nabbers are going into BK, buying a burger, and then stealing the inflatable, of course.

  4. Some dude in Mayland got busted for his Sponge Bob property crime. I saw the ticker on CNN.
    The Washington Post is reporting over 100 Sponge Bobs have now been stolen. My advise to BK…let e’m off easy. These are brand evangelists, misguided as they may be. Whether their passion is for BK or Sponge Bob himself may not matter in the end. BK can benefit by taking the high road. Sure, your budget for more Sponge Bobs takes a beating. But it’s a good problem to have.