Not only will kids be collecting digital crowns as they Defend the King, they will be doing their bit for the environment as the brand did away with plastic toys from 5 December 2016 in an effort to ‘go green’ and tap into an ever-changing digital age.
It is a bold step for the leader in quick service restaurants (QSR), as many guests buy these meals especially for the plastic toys. “Moving away from toys is an initiative from Burger King to cut down on plastic that will end up in a landfill by finding a solution that is kinder to the environment,” says Ezelna Jones, marketing executive. “We also live in a digital age so working with BizAR Reality, we developed a game that’s engaging and interactive.”
The game is a mobile application listed on the Android Google Playstore, as well as the Apple App Store, and can be downloaded free. Users gain access to the game by scanning the game marker in the restaurant with their smart phone after buying a Junior Meal. With between 10-15 lives and various levels, children will be embarking on a never-ending arcade style game that gradually gets more difficult as time goes on.
Richard Melvin from BizAR Reality says augmented reality games for kids is growing tenfold, “Burger King is one of the first brands to understand and embrace the benefits of these games for kids. Most are already tech savvy and generally looking for something that is fresh, exciting and entertaining while enabling them to still be aware of their surroundings instead of lost in a screen.”
