This post is something I have in my TODO list since a long time ago. It’s about how a company can make the best and the worst at the same time, in addition analyse their contradictions.
Few months ago, Burger King took the top ten game lists by storm. The secret sauce: promotional content + very low price.
The game was developed for Xbox consoles and offered at a price of $ 3.99 when a game usually cost around $ 70US. The game was based on the Burger King mascot with what the brand exposure was high.
So, promotional content + price reduced by twenty times + consumer choice = success with more than 2 million sales. It surpasses Gears of Wars.

Well, it should be easy to replicate on mobile phones. Well, that's not going to happen. I saw the following announcement in my bag of burger:

Users' choice '? not clear to me because it shows that' applies monthly subscription ', in addition leaving the door open for 'other costs may apply’.
Besides, how they want to charge more for a mobile game that one for XBOX, why not put the game at a price 20 times lower than market? If they do will success, why ruin the idea? Put the price to $ 0.2 without subscription, and you will see how you take the list by storm again.
Now, putting my imagination to work, I could imagine BK headquarters, after 3 months from the mobile gaming launch. The results of downloads will be low or zero. They will have several complaints from customers who did not want to subscribe, they just wanted a game. They will say that the mobile advergaming is not working, that the mobile marketing in games has also damaged their image.

Please don’t following on this path and spend your efforts on other things. Also don’t call a marketing campaign to a mobile business of selling content.

Labels: anti-advergaming

posted by Juan Antonio Muñoz-Gallego : 12:03 pm