Burger King to Offer Branded Cell Phone Games
(FranchisePick) Fast food franchise giant Burger King has hired Mobliss to create mobile phone games that include the company’s mascot, The King. The games, which will be promoted in-store, are part of Burger King’s efforts to move past ad placement to more branded, progressive content.
According to ClickZ:
Mobile game and content provider Mobliss has been hired by Burger King to create cell phone games featuring the chain’s products, the latest effort by The Home of the Whopper’s marketers to leverage games to market its brand.
Mobliss, based in Seattle and owned by Japan’s Index Corp., is already developing the new mobile games, which will be available via download to mobile devices early next year. As has been the case with Burger King’s prior forays into game advertising and marketing, at least some of the new cell phone titles will feature the company’s ubiquitous (and somewhat strange) icon, The King.
In a statement announcing the initiative, Burger King said the first game from Mobliss will have players attempting to win a role as of The King’s protégé “by facing challenges and progressing in the virtual world of a Burger King-themed city.” Gamers will be able to accrue points as they successfully complete tasks and — in typical video game fashion — the challenges become increasingly difficult as gamers advance through the levels.
It’s not Burger King’s first game-advertising effort. Burger King has worked with Blitz games to create a number of titles — released on disk for the Xbox console and sold at Burger Kings for $3.99 each – including one called “Sneak King” that had The King sneaking up on players and granting them BK meals.
Also, Burger King brokered product integrations with Electronic Arts for games including a version of “Fight Night Round 3″ in which The King appeared as a character to fight.
The licensing deal between Mobliss and Burger King was brokered by Broad Street Licensing .
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1 opinion for Burger King to Offer Branded Cell Phone Games
Burger King to Offer Branded Cell Phone Games at PIGASYS
Oct 8, 2007 at 12:11 pm
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