Burger King recently launched a new video game for its 70th birthday called Balloon Burst that gave members of the chain’s Royal Perks loyalty program an opportunity to enter a sweepstakes and earn points. Balloon Burst arrived just a month after the QSR offered the Cloud Float game for four weeks to promote its new Frozen Cotton Candy beverage.
These examples reflect the key role games play in Burger King’s marketing strategy, helping the chain build brand affinity and increase guest loyalty. Games are also a stimulus to encourage fans to sign up for Royal Perks, which is available online and via a mobile app.
The results are promising: Gamification is driving engagement for guests participating in these efforts, according to Preston Nix, director of loyalty and customer relationship management at Burger King.
“They start to come more frequently and they start to spend more, driving that stickiness of our brand,” Nix said. “We’re in a hyper competitive industry and we’ve seen [gamification] drive up that positive sentiment towards the brand.”
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