BK Game Concepts
With a number of successful Scratch & Win games under its belt, Burger King was looking to create a new game that would be solely focussed on the BK brand. Not only would that save money on partner licensing fees, it would strengthen the brand by putting it in the forefront and allowing the game to run for a number of years without becoming dated. Our challenge was to make it a game that wasn't too self-indulgent and that consumers would actually care to play. Here are three concepts, the first of which was chosen.
BK Family Food
This concept, based on the Family Feud, was the one the client chose to bring to life. It was a blast. Along with helping to define the game play, prizing and messaging, I got to write around 200 food-related questions and then read the survey responses. The video below says all that in a more interesting way.
BLINGO
It's Bingo with a King spin and it's all about the King's bling. This game never made it through testing, but I really liked it.
Each purchase came with an instant win and collect-to-win piece or two collect-to-win pieces. All consumers had to do to win was get 6-in-a-row horizontally or vertically. And to stay true to the King, and the name of the game, each prize was over-the-top: Whether a bar of gold, yacht or luxurious vacation.
The BLINGO website featured weekly second chance games. Codes on game pieces unlocked a series of spins to play via an online virtual BLINGO board, with the board and prizes refreshing each week to keep the game fresh and exciting.
Weekly televised BLINGO segments on Jimmy Fallon included appearances by the King complete within-studio and at-home play-alongs for chances to win food prizes.
ROCK PAPER SCISSORS CROWN!
There’s no better way to challenge the King than “Roshambo.”
The Scratch and Win game played like the traditional Rock Paper Scissors. Every gamepiece had a chance to beat the King’s throw and win the prize shown. Throwing a Crown beat all.
The online portion of the game allowed consumers to play the King in a "Best of 3" series for a chance to win big cash. An augmented reality component took the game play to the next level.
Promotional tie-ins with the professional USA Rock Paper Scissors League helped spread awareness of the game and increase participation. And yes, there is such a thing as the USARPS League.
