Video game cross promotion gets its proof

Just a couple of months ago, we learned that Burger King was releasing three Xbox video games, featuring their uber-disturbing "King" character. At the time it seemed a rather risky move, designed especially to woo a younger crowd. It doesn't look like it was a bad risk after all. As of his week, those three games have sold 2 million copies. (Read the story here

Granted, these games are not typical Xbox games: They are only $3.99 (with a BK Kids Meal purchase), and all three have hit the 2 million mark - not any individual title. Still, for the purpose of promoting through new media, Burger King seems to have struck gold. Advertising to young gamers has been tried before by the likes of Domino's and 7-Up in the past, with dismal results. However, those titles were released as video games to be placed on the shelf next to the other top selling software. Rather than compete with titles more likely to be bought at $50, Burger King understands that these games are not products to be sold - they are a first step in relationship marketing and should be sold for just enough to cover the cost of production. While their success is very interesting from a new media marketing perspective, it would also be nice to know if they've sold more hamburgers as a result.

About the Author: Eric Reid

I am the Social Media Services Manager for Off Madison Ave. I've been with the company since 2006, when I was hired to do SEO, and link building in particular. When social networking sites started cropping up, at first I started using them to create backlinks - but they weren't the best for that, given all of the "nofollow" attributes. However, I did see the potential for all of the direct referral traffic they represent. Since then I've been actively pursuing both tactics for clients: Links that can help them for search, and social postings that get them involved in the conversation. It's about the coolest job you could ever get. ;)