 These viral campaigns, other new campaigns and a series of new product introductions, drew both positive and negative attention to Burger King and helped TPG and its partners earn approximately US$367 million in dividends.After the late-2000s recession, Burger King's owner, TPG Capital, divested itself of the chain in 2010; the new owner, 3G Capital, ended its relationship with CP+B and hired McGarryBowen to begin a new campaign targeted on a broader demographic.Burger King successfully partnered with George Lucas's Lucasfilm to promote the 1977 movie "Star Wars", one of the first product tie-ins in the fast food industry.