Gamers Can Tap BK Rewards Via Promotions Around the Globe
Burger King restaurants are ratcheting up their appeal to gamers by offering bonus game content and experiences for Activision’s videogame Call of Duty: Modern Warfare. The piece de resistance is a Call of Duty Whopper meal that includes a code for a Burger Town-themed skin for game characters plus an hour of double experience points within Modern Warfare II. (To the uninitiated: Burger Town is the name for Burger King sites in the game).
William Gahagan, Activision’s director of global partnerships, praised his company’s collaboration with the fast-food giant as a way “to give our fans in markets around the world the opportunity to come into [Burger King] restaurants and interact with Call of Duty in a new and exciting way.” The meal deal is in effect at 6,000 locations in 39 markets.
BK Franchises Are Gung-Ho
Individual restaurants have marched the extra mile to promote the collaboration. Restaurant software firm Acrelec added the game to its ordering kiosks at a Paris Burger King, which will allow consumers to play inside the restaurant on Oct. 29-30, according to an article in Adweek.
South African Burger King customers can use night vision goggles during a Call of Duty takeover that offers in-game rewards to those who find hidden QR codes, Adweek said. Gamerant.com reported that a recently remodeled Burger King in Puerto Rico has adopted a Modern Warfare 2 theme in the entire restaurant.
And on Oct. 24, a Los Angeles Burger King turned itself into the Burger Town restaurant featured in Call of Duty. The restaurant had gaming hubs with prizes that included free Whopper sandwiches for 15 years. In addition, restaurants in Mexico, Saudi Arabia, Denmark, Colombia, the Dominican Republic and Panama will be decorated with mini-maps and scenes from the game, according to Adweek.
Grubhub Joins the Action
The online food-delivery service Grubhub got in on the act by offering a rebranded Burger Town menu and a chance to get a code that would unlock bonus game content when customers ordered from Burger Kings in 16 cities. From now through Nov. 6, Grubhub diners are eligible for free delivery on an order exceeding $10 from Burger King and Burger Town sites.
In addition, at the participating locations, customers can use BKCALLOFDUTY at checkout to earn rewards. For the first qualifying delivery, guests will receive a code that unlocks a bonus in-game Burger Town Emblem. Second delivery entitles customer to a code to unlock a Burger Town Calling Card. And the third delivery offers a code to unlock the Burger Town Bubby Weapon Charm.
Call of Duty Buzz
Call of Duty: Modern Warfare 2 officially landed on computer screens and game consoles on Oct. 28. However, tens of thousands of fans who preordered have been using the game in single-player mode for several days in advance. Ahead of the launch, Activision erected a giant 3-D billboard at Piccadilly Circus in London to promote the release, according to Thedrum.com.
In a company statement, Iwo Zakowski, Burger King’s senior director of global brand marketing, said many gamers already are fans of the brand. “By bringing them Call of Duty: Modern Warfare 2 rewards, we are able to meet our guests where they are and tap into what they are really passionate about,” Zakowski said.
Burger King Marketing
The Call of Duty collaboration isn’t the only Burger King initiative that’s making headlines. The fast-food giant recently revamped its “Have it Your Way” jingle with a hip-hop vibe aimed at attracting a young-leaning, diverse audience. The new “You Rule” commercial is part of Burger King’s “Reclaim the Flame” marketing program which was launched to reinvigorate the decades-old brand.
Burger King has some 15,000 locations – almost all of them franchises – in roughly 100 countries and U.S. territories. Founded in 1954, Burger King is famed for its Whopper Burger. Restaurant Brands International Inc. (RBI) owns the Burger King brand.
Cover photo: Burger King