Wednesday, June 27, 2007
The King is Back
Burger King's innovative video game promotion has been a great hit helping BK to a better than expected 40% growth in quarterly earnings. The promotion features Xbox games for 3.99 with a Value Meal that feature BK's King mascot and infamous Subservient Chicken. The non-traditional approach led by ad agency Crispin Porter and Bogusky sold over 3 million copies that has driven traffic to the resturants.
If integrated into the game without disrupting the experience, in game ads can be what product placement is to TV and movies. Game advertising is highly interactive as the gamer is very engaged which should mean high recall rates. You can also target a narrow demographic who play a specific category of game such as sports games or strategic war games. With 19% growth in 2006 and a record 12.5 billion in sales according to market research firm NPD group, game advertising should continue to grow.