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XBOX KING GAMES INNOVATIVE CAMPAIGN
CRISPIN PORTER + BOGUSKY, Miami / BURGER KING / 2007
Awards:
Overview
Credits
Overview
CampaignDescription
In November 2006, Burger King made gaming history by partnering with Microsoft to develop three XBOX games. The games allowed Burger King to create a connection with gamers, who were increasingly turning away from traditional advertising such as television. The games successfully drew consumers into the King’s world by featuring characters and products seen in Burger King’s advertising. The games were sold in store, during the holiday season, for $3.99 each with the purchase of a BK Value Meal. 2.4 million games were sold in only 5 weeks.
Implementation
The 5 week XBOX promotion was first introduced with the release of online trailers that gave gamers a sneak peak of what was to come. On November 19, 2006 the games went on sale in 6,680 participating restaurants. A variety of television and print executions launched that same day to coincide with the release of the games. Three print ads, televisions spots and game trailers were released throughout the holiday season to continue to draw traffic to the stores. Game trailers also played in restaurant to spark consumer curiosity at the point of purchase.
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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