Burger King is leading the charge for mobile advertising in the Middle East today with its latest campaign
The fast food giant is counting on QR codes printed on food packaging to inspire patrons to play a soccer-themed game on their mobile devices.
Players are actually competing for real prizes, including a trip to a soccer game in Barcelona.
The campaign is in place at Burger King locations in the Middle East. Go Mega, the mobile game created for the effort, is an interactive shootout-style soccer game that can be played from any mobile device.
“Smartphone penetration in Kuwait is 75 percent and with a high interest in soccer in the region, it was only apparent that creating a soccer game and linking it to the promotion will result very positively for brand engagement and create the promotion to go viral with the ability for customers to share the game on social media,” Atul Sabharwal, the CEO of Snipp Interactive, tells Mobile Commerce Daily.
Burger King picked soccer for the campaign because of the sport’s tremendous popularity in the Middle East.
“Mobile is just about taking off in the middle east in general,” Sabharwal says. “We have worked and conceptualized multiple programs with other large brands from the U.S. operating in the region and other local franchises in this category so expect it to become part of the regular marketing mix.”