The campaign is in place at Burger King locations in the Middle East. Go Mega, the mobile game created for the effort, is an interactive shootout-style soccer game that can be played from any mobile device.

“Smartphone penetration in Kuwait is 75 percent and with a high interest in soccer in the region, it was only apparent that creating a soccer game and linking it to the promotion will result very positively for brand engagement and create the promotion to go viral with the ability for customers to share the game on social media,” said Atul Sabharwal, founder/CEO of Snipp Interactive, Washington.

Burger King worked with Snipp Interactive on the initiative.

A social event
The goal of the effort is to drive brand engagement, including the Burger King social media sites.

Customers at locations in the Middle East, where soccer is a popular sport, are being encouraged to scan the QR codes printed on Burger King boxes to launch the Go Mega game.

Once users enter a code that appears on the box and create a user profile, they are automatically entered into a contest. The grand prize of two tickets to Spain to watch a Spanish Soccer League match in Barcelona will be awarded to the top three eligible scorers.

After entering the contest, users can play the game, which entails defending the goal while collecting Burger King burgers along the way.

The effort also includes collectible glasses for the Spanish Soccer League.

Users are encouraged to share their results with friends through social media channels.

The fast track
Snipp designed and developed the HTML5 mobile site that supports the campaign and provided strategic advice.

Burger King has been active in mobile, employing a variety of tactics to enhance the customer experience, drive engagement and build foot traffic.

For example, last fall, Burger King ran a mobile advertising campaign on ESPN’s mobile site that encouraged users to try a new line of pastries by finding a nearby store (see story).

Other fast food chains are also embracing mobile.

For example, McDonald’s recently ran an interactive mobile campaign within Pandora’s iPhone application to promote its new Premium McWrap. The effort consisted of a mobile banner ad that includes a photo of the new McWrap that enticed consumers to unwrap a feast of freshness. (see story).

“Mobile is just about taking off in the middle east in general,” Mr. Sabharwal said.

“We have worked and conceptualized multiple programs with other large brands from the U.S. operating in the region and other local franchises in this category so expect it to become part of the regular marketing mix.”

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York