Burger King is collaborating with videogame Call of Duty on the launch of "Modern Warfare II" in a global promotional campaign that includes themed experiences in restaurants and a branded "skin."
The collaboration, which comes a more than a year after Burger King's CMO Fernando Machado joined Activision Blizzard, which publishes "Call of Duty," is running across 39 markets and 6000 locations, created by David's New York office. (Machado posted about he collab on LinkedIn today.)
It includes giving customers the chance to redeem a code for an "Operator Skin" emblazoned with the logo of “Burger Town,” a fictional burger chain that appears in several Call of Duty games, when they buy a "Call of Duty" branded Whopper Meal. Customers can also win an hour of Double XP (2XP) in Modern Warfare II, which doubles the points a gamer earns for a limited time.
Globally, the campaign includes a number of themed experiences. In Paris, Burger King customers will be able to experience the "Kiosk of Duty," playing Modern Warfare II in an ordering kiosk inside a Burger King, on Oct. 29 and 30. Burger King will also be transforming restaurants in South Africa with a Call of Duty theme, giving customers night vision goggles from Nov. 24 to 26. Restaurants in Mexico, Puerto Rico, Saudi Arabia, Denmark, Colombia, Dominican Republic and Panama will also be decorated with Call of Duty mini-maps and scenes of the game.
"Many gamers are already customers of quick-service restaurants and, by bringing to them Call of Duty: Modern Warfare II rewards, we are able to meet our guests where they are and tap into what they are really passionate about in an authentic and innovative way”, says Iwo Zakowski, senior cirector of global brand marketing at Burger King, in a statement.