Burger King Brands Subscription Mobile Games
Promo Magazine
April 24, 2008
Burger King is
extending into casual mobile games with the launch of
“BK City,” a set of handset games that users can
download for a monthly subscription fee of $2.99.
The games, developed in partnership with Seattle-based
licensee Mobliss, offer a multi-level series of
challenges in several virtual worlds. Players complete
puzzles and skill games to earn a place in the Burger
King’s court, completing tasks such as remembering how
to make a Whopper, squirting ketchup while racing
through a BK outlet, the King’s mansion and a goal
called BK City.
Users can access the games by texting “KING” to a short
code, 90210—apparently chosen for its memory value, not
for any association to the Aaron Spelling TV show.
Mobliss distributes content to a number of national
wireless carriers, including Sprint, AT&T, U.S.
Cellular, Verizon, Alltel and T-Mobile.
Burger King will promote the games through in-restaurant
signage and packaging.
“We are dedicated to constantly evolving our mobile
platform to provide original and creative programs that
reflect the Burger King brand, engage our guests and
offer value for the money,” said Brian Gies, Burger King
vice president of marketing impact, in a statement. “The
games offer a chance to engage with the King in a new
way, and we’re confident that ‘BK City’ offers a gaming
world unlike any other available to mobile users today.”
The quick-service chain has a history of in-game
advertising that includes both ads in third-party games
and content designed specifically for Burger King. The
chain has placed ads in existing games such as “Need for
Speed” and “NFL Street.” In November 2006, it also
launched three new branded games for the Xbox platform:
“Pocketbike Racer,” “Big Bumpin,” and “Sneak King,” each
selling for $3.99. The fast food chain manufactured
about 5 million copies of the video games.
Integrating the brand into new game content is a more
difficult branding move than piggybacking on an
already-popular game. But in announcing the deal with
Mobliss last October, Burger King said the promotional
rewards can be greater from original content.
“Anyone can buy advertising space in gaming,” said Russ
Klein, Burger King president of global marketing,
strategy and innovation, in a statement at the time.
“Our vision is to be successful in generating original
content that is relevant to our consumer.
Content-generated share of voice wins hearts and
commands attention in an overcrowded medium.”