Advergaming: Burger King

Business Week ponders Burger King’s strategy to get into gaming including the creation of video games with The King in it.

The release of these Burger King themed games struck some as being an unusual choice. The games appear to be targeting children and some theorized that Nintendo’s platform might be a better choice. Still others pointed to the PS2 and its broad appeal, feeling that would be a superior choice to the Xbox and Xbox 360 combined. Still, Hayes asserted this was a perfect match, “because, like Burger King, Xbox is a challenger brand that wants to change the status quo and push the limits of what can be accomplished in the marketplace. Both brands take risks and strive to be the best in their respective fields. We also have very similar core target audiences or heavy users.”

“Burger King had a conceptual desire to create a custom gaming experience for its consumers and after meeting with Xbox this idea quickly evolved,” explained Hayes. “In the end, both companies shared the creative spark associated with developing and delivering a unique consumer entertainment experience.”

“Burger King strives to reach consumers in unique and non-traditional ways,” she continued. “This particular initiative is in response to consumers’ growing interest and involvement in video games as entertainment and showcases Burger King’s commitment to taking brand integration to a new level. It’s also a great value for the money, which is a consistent theme with all of Burger King’s products and promotions.”

Advergaming: You Got It