Titanium > Titanium and Integrated
WONDERFUL WORLD OF KING
CRISPIN PORTER + BOGUSKY, Miami / BURGER KING / 2007
Awards:
Overview
Credits
Overview
CampaignDescription
After integrating himself into pop culture in ’05, the King had bigger plansin ’06- to generate enough buzz around himself and his characters so that hecould create his own trio of video games. These games gave consumers theopportunity to interact with and play in the King’s world. Print, gorillaoutdoor, radio, and tv helped fuel the fire. On November 19, the gamesarrived at BK. The results- 2.5 million games sold in 5 weeks making it oneof the most successful video game ventures ever. In the end 3.2 millionXBOX games were sold.
Implementation
Over a 12 month period, a new line up of BK characters were introduced; Brooke Burke, the Whopper Family, and the Subservient Chicken. Photos of Brooke and the King were released to the press, Brooke’s Super Bowl campaign released, Whopper Jr. and his family hit the airwaves, and the subservient chicken bucked and hucked his way into the public’s consciousness. Details of the XBOX project unfolded simultaneously. By the time the XBOX games were released, consumers were well acquainted with the characters and would pay to be a part of the King’s world.
Relevancy
The BK King Games were deemed a huge success by client and consumer alike. The games were certified platinum by Microsoft on December 20, 2006. Meaning, 2.4 million units were sold during the 5 week promotional period. This ties with the current 3rd best selling XBOX game of all time. The estimated media impressions generated by the King Games was the equivalent to thirteen Superbowls. The XBOX games also helped Burger King draw record traffic and sales system wide.
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