As I’ve mentioned before, the Burger King games have sold very well. In fact, they sold over 2 million total copies via the Burger King drive-throughs. Why did this ridiculous scheme work? How did Burger King manage to make people not only want, but buy, their advertising? That’s what marketers are trying to puzzle out, and also the subject of a column written by James Belcher of eMarketer.com.
According to a report released by the AAF (American Advertising Federation), reports that all of its members had only set aside 3.6% of their media budget for games, which was up from 1% in 2006. Though that number seems low, the study also showed that 23% those polled noted video games were either “most effective” or “very effective.” The whole idea of other companies trying to pull off an “advergaming” campaign is, frankly, amusing.
There are very few companies around now that have a character or concept even noticable enough, let alone feasible, to make a game out of. In fact, I can’t really think of one right off. What a company needs in a character to make it marketable to gamers is either edge or uniqueness. Finally, very few companies with interesting characters have the built-in distribution system of a fast food restaurant.
However, even with all that going against any companies really succeeding with a game based on their products, you know they’re going to start popping up. There’s no such thing as a good idea that isn’t copied. Not to despair, Burger King fans, even though the King games promotion ended on December 24th, there’s going to be a King movie! How exciting and creepy. Well, mostly creepy.