BK City
Open the game- Brand
- Burger King
- Year
- 2008
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Arcade
- Agency
- Mobliss, Inc.
Objective
Burger King sought to capitalize on the emerging mobile gaming trend in 2008, extending its brand presence into subscription-based mobile content while creating a new engagement channel for consumers. The campaign positioned playable branded content as a loyalty and entertainment vehicle during the early smartphone era.
Solution
BK City was a downloadable mobile game available via SMS (text 'KING' to 90210) for a $2.99 monthly subscription. The game featured three worlds—a BK restaurant, the King's mansion, and BK City proper—with 12 progressively harder minigames. Gameplay centered on brand-relevant mechanics: 'Flip My Bun' tested memory skills by matching sandwich ingredients, 'Fry Assault' tasked players with catching falling fries and onion rings, and 'King's Bling' challenged players to replace the King's stolen jewels against a timer. Players earned points by completing challenges and unlocked advanced levels through progression.
Results
Not published.
