Burger King Embraces Mobile For the Kids

On Friday, ZeptoLab – the developer behind the pretty popular “Cut the Rope” mobile game – announced a promotional partnership with Burger King.

And from the looks of it, this is a “whopper” of a deal – pun fully intended.

The new promotion in question will feature exclusive premium toys based on the game’s character Om Nom, as well as a new digital game as part of its kids meal program.

The promotion will begin in March 2013 with a fully integrated marketing campaign that includes in-restaurant merchandising with a collection of toys, a unique digital game experience and additional extensions that will feature an all new theme and storyline

With the partnership, the premium toys will come to life through corresponding all-new game levels released weekly via the BURGER KING website. BURGER KING customers will receive one toy as part of the kids meal, plus a custom code that will unlock the themed-game. The BK kids meal program also features healthy options as part of its regular offerings.

“We are very excited to partner with one of the best kids apps on a first-of-its-kind program. Partnering with an innovative company like ZeptoLab allows us to offer families exclusive digital content they can’t get anywhere else,” says Flavia Faugeres, executive vice president and global chief marketing officer at Burger King Worldwide.