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Burger King has hired mobile game and content provider Mobliss to create cellphone games that feature the company’s icon, The King.
The first game from Mobliss has players trying to win the role of The King’s protege by progressing through a Burger King-themed city, writes ClickZ.
Burger King wanted to go beyond simply buying advertising space in gaming, to generate “original content that is relevant to our consumer,” says Burger King’s president of global marketing, strategy and innovation.
The game will be promoted through signs in the restaurants and on packaging. To buy a game, users must send a text message.
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