Burger King has teamed up with mobile content provider Mobliss to provide mobile games based on Burger King's 'The King' brand. The fast food giant says it plans to promote its mobile offerings through in-restaurant signage and packaging starting in the spring of 2008.
"Anyone can buy advertising space in gaming; our vision is to be successful in generating original content that is relevant to our consumer," Russ Klein, president of global marketing, strategy and innovation at Burger King, said in a statement. "Content-generated share of voice wins hearts and commands attention in an over-crowded medium."
Burger King's games and content will be available via shortcode. Mobliss also plans to distribute them through directly through publishing agreements with Sprint, AT&T, U.S. Cellular, Verizon Wireless, Alltel and T-Mobile.
With the current economic climate, wireless operators face shrinking marketing budgets and reduced consumer spending.
Globally, the credit crunch is very much alive, and operators will be tightening their belts into the foreseeable future by putting off capital purchases.
