Burger King’s New Augmented Reality Game
Burger King has teamed up with Rovio Entertainment, the creators of Angry Birds, to launch a web-based augmented reality (AR) experience for youths. This latest game is an element of the King Jr. kids meals and may be accessed by scanning QR codes on plush toy tags, box packaging, and signage in participating locations.
How the Game Works
The game is a mobile experience that challenges players to defend three 3D eggs from waves of AR Hatchlings that attempt to steal them. Players can tap on the Hatchlings to maneuver them away or use catapults of slime to slow them down. By successfully protecting their eggs, players can earn power-up rewards and even save a photograph of their experience to share with friends.
The Technology Behind the Game
Rovio is using WebAR technology from Zappar, which allows brands to supply web-based AR experiences without the necessity for a separate app download. This technology enables Burger King to scale its campaign to hundreds of locations worldwide, making it a world experience for youths.
Engaging a New Generation
Burger King’s use of mobile technology and AR gaming is a strategic move to have interaction a tech-savvy generation of consumers. The game reinforces the concept Burger King is a fun and welcoming brand for families, which is very vital as restaurants reopen and folks return to pre-pandemic behaviors. With the web-based AR game, Burger King can engage customers who visit restaurants or order kids meals for delivery.
Burger King’s Gaming History
This shouldn’t be Burger King’s first foray into gaming. Earlier this yr, King Jr. meals included toys based on popular Nintendo games like Super Mario and The Legend of Zelda. The company has also partnered with content creators to advertise its brand and offer exclusive experiences to gamers. For example, Burger King Spain offered free food to players who accomplished tough shots on a custom court within the basketball video game NBA 2K21.
The Future of Web-Based AR Experiences
The Burger King campaign is a possibility for Rovio and Zappar to showcase the potential of web-based AR experiences for brands. With over 3.5 billion connected devices supporting this technology, the chances are vast. Brands like Puma and Modelo beer have already used Zappar’s technology to create engaging AR experiences for his or her customers. As people enterprise out of their homes and into stores and restaurants, interest in web-based AR experiences is prone to grow.
Conclusion
Burger King’s latest AR game is a fun and modern strategy to engage kids and families. By leveraging web-based AR technology, the corporate can reach a world audience and supply a singular experience that sets it aside from other fast-food chains. As the world becomes increasingly digital, it’ll be exciting to see how brands like Burger King proceed to make use of technology to attach with their customers and create memorable experiences.
