How do you attract millions of consumers to Burger King over the holidays? You create a first-of-its-kind, value added promotion that no one can refuse: exclusive BK branded Xbox games for $3.99!

RESULTS:
• Equity presents Burger King, the client, with three proprietary BK branded XBox/Xbox 360 games (Big Bumpin’, PocketBike Racer and Sneak King) with exceptional value that deliver extensive consumer interactions with the BK brand.
• Prior to launch, the promotion receives over 65 million+ media impressions (online, blogs and PR pick up).
• This innovative value added promotion makes BK top of mind with consumers resulting in more than 3.2 million copies sold.
• The campaign results in multiple 2007 awards for Equity Marketing (along with partner, Crispin Porter + Bogusky) including: a 2007 Titanium Grand Prix award at the Cannes Lions, a 2007 Golden Clio award and a 2007 One Pencil award.

CHALLENGE:
• To create a program that breaks through the holiday clutter to drive traffic to Burger King restaurants during the holidays, a time notorious for being overly competitive.

INSIGHTS:
• Video games are fastest growing entertainment segment.
• Holiday window yields 50% of video game hardware and software sales – a natural fit for a holiday gaming initiative.
• There is a strong demographic and socio-graphic intersection between the BK target consumer and the average gamer.

EXPLANATION OF PROGRAM:
• BK partners with Microsoft to create a first-of-its kind promotion delivering three proprietary Xbox/Xbox 360 games featuring popular BK characters (the King, the subservient chicken, Whopper Jr.)
• Games playable on Xbox and Xbox 360
• Games sold exclusively at BK for $3.99 each with the purchase of a Value Meal
• Equity handled promotion strategy/concept, deal negotiations, partner management, project management and activation planning
• Delivered fully integrated campaign utilizing traditional and new marketing channels (TV, print, radio, online, NASCAR, Xbox Live tournaments, in-show media integration, events, in-restaurant)