Burger King Corp. is hoping to extend its surprisingly successful gaming effort to mobile. Last week they announced a licensing deal with mobile content provider Mobliss Inc., to create downloadable cell phone games featuring Burger King branded content, including its King pitchman character.
The initial game currently in development will feature players vying for the role of the King's protégé by facing challenges and progressing in the virtual world of a Burger King-themed city, the company said.
The deal is the latest in so-called branded entertainment, in which companies seek to imbed their advertising in unconventional places. Burger King enjoyed whopping success last year with a series of titles for Microsoft Corp.’s Xbox 360 gaming console. The games were available for $4 with the purchase of a value meal and sold 2 million copies, rivaling top-selling premium offerings. Mobile gaming is also suited to reaching Burger King's target demographic of young men.
"Anyone can buy advertising space in gaming; our vision is to be successful in generating original content that is relevant to our consumer," said Russ Klein, Burger King's president of global marketing, strategy and innovation. "Content-generated share of voice wins hearts and commands attention in an over-crowded medium."
Burger King plans to promote the games through in-restaurant signage and packaging. Customers will send a text message to download and purchase the games. The BK games are scheduled to debut in the spring of 2008.
Monday, October 08, 2007
Burger King Signs Deal with Mobliss for Mobile Games
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The game is now ready for download as of today 3/21/08 just text the word KING to 90210 to get the link to download the game.
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