MIAMI -- Burger King is taking an unusual step into video game marketing this fall when its stores start selling Microsoft Xbox 360 video games that feature the fast-food chain's "King" advertising mascot. The initiative marketing campaign highlights how much the offbeat character has become a part of popular culture through television and Web ads in the past couple of years, according to a report in The Wall Street Journal.
For a limited time only, starting Sunday, Nov. 19, the BK Xbox Game Series a collection of three Xbox video games will [image-nocss] be available at participating restaurants for a recommended price of $3.99 per game with the purchase of a Value Meal, according to the company.
Compatible on both Xbox and Xbox 360 platforms, "Pocketbike Racer," "Big Bumpin' " and "Sneak King" are based on some of the most popular video game genres racing, action and adventure, respectively and rated "E" for everyone. All three exclusive titles blend the popularity of Burger King brand icons, such as the King and Subservient Chicken, into visually rich, three-dimensional environments that give players an interactive experience.
The promotion also is the latest sign of Miami-based Burger King Holdings' willingness to push the envelope in its marketing, according to the WSJ report. Since Russ Klein became marketing chief in 2002, the fast-food chain has been in the forefront of advertisers experimenting with emerging media.
While boosting spending on the Internet, Burger King has reduced its spending on usual media. Last year, TV-ad spending fell 18% while spending on magazines dropped 78% and newspapers declined 29%, according to TNS Media Intelligence. Klein discussed the company's marketing campaigns with The Wall Street Journal.
WSJ: For several years, advertisers have been doing product placement within video games. Burger King is about to make one of the most aggressive moves into gaming marketing by selling BK-specific Microsoft Xbox 360 game titles. Can you tell us a bit about the new ad effort?
Klein: The folks at Microsoft Xbox came to us and indicated that the "King" as a pop-culture icon had reached a level of fame and that he could become content in his own right. So we were flattered, of course. As a result, we created video games for Xbox and Xbox 360.
WSJ: Why video games?
Klein: We know that the eyeballs in the increasingly fractured media world are harder to get, and gaming is one of the places they are going.
WSJ: From 2004 to 2005, Burger King's spending on TV, magazines and newspapers fell sharply. Why?
Klein: The fact is, since 2003 we made a decided push into emerging media and we decided to get into a whole host of things from micro-sites, mobile phones, video downloads, text messaging and gaming. So we have been certainly increasing those budgets disproportionately each year. We see the [return on investment] and we know the contemporary and current aspects of where pop culture is and we believe in it.
WSJ: Crispin Porter + Bogusky, the chain's ad firm, does one thing really well: coming up with ads that reach young men. Aren't you too focused on young guys? And are you missing out on reaching young women or moms, the sectors your rival McDonald's pays close attention to nowadays?
Klein: No. You know I just pulled data ... from IAG [a New York company that tracks ad performance] and our ads outperformed McDonald's and Wendy's on recall and likability among 18- to 34- and 35- to 49-year-old men and women. We have a point of view that feels more male, but our work is clearly resonating with women, at least according to IAG. Having a target doesn't mean you are inherently excluding other targets. We do watch the likability of our advertising to make sure we are getting great fondness of our advertising but we also look to see the hate factor. We want see if folks are uncomfortable and we don't see that.
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