Burger King is marking its return to Super Bowl advertising with a text-messaging campaign - "Text to Score," conducted in conjunction with Sprint - reports AdWeek. Starting today (Monday), Burger King customers will have a chance to enter a sweepstakes to win a trip to the Super Bowl (Dec. 5, in Detroit) by texting codes found on BK Chicken Fries containers. Burger King will give away 20 trips for two as well as other prizes, including trips to the NFL Pro Bowl game in Hawaii, Xbox video games, and plasma TVs. A 60-second BK spot created by Crispin Porter + Bogusky, Miami will air during the Super Bowl.

The new, 36-piece Chicken Fries Party Pack will have four "Text to Score" sweepstakes entry codes, whereas the six-piece and nine-piece Chicken Fries containers will have one code each, writes the South Florida Business Journal. It adds that other sweepstakes prizes include two 2006 Hummer H3 vehicles, 400 Visa gift cards worth $40 each, and 200 "Super Bowl Moments" DVDs from Warner Home Video.

Also starting today, Burger King will air a new series of NFL-themed television ads, featuring company spokesman the King going head-to-helmet against pros.