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With the success of BK's various advertising campaigns, from Subservient Chicken, to the Whopperettes,
Whopper Jr, to the King himself, a dynasty of characters has been created for the fast food chain. What better way to make these BK personalities a bigger part of our customers' lives than to go beyond advertising and include them in engaging, interactive consumer entertainment - on a platform that has become the new web. Each game gives you control over a BK character in a number of different game-playing scenarios, pocket-bike racing, bumper cars, and a unique form of stealth adventure where you're able to go behind the mask of the King. All of the games also contain unique features like taunt buttons that let your characters smack-talk. And a machinima mode that lets users create machinima videos. We also hosted 1-day and 2-day tournaments for prizes which had thousands and thousands competing from all parts of the country over XBOX Live.
The promotion was a huge success, getting millions of consumers to voluntarily interact with the brand and contributing to an incredible 40% spike in quarterly profits. But it didn't end there. The games were also a big success in the video game market as well. Within 2 months, BK stores had sold over 3.2 million games, besting Xbox-favorite, Gears of War, for the coveted title of the best-selling video game of the holiday season. If we added it all up - the games have been played over 20 million times for about 1,302 years worth of gameplay/time spent with the King. This promotional effort not only cut through the clutter, engaging customers in a way that TV or print campaigns can never do, but it became a piece of cultural entertainment that people actively sought out and paid money for the chance to interact with. Truly a customer experience worthy of the King. |
