ZeptoLab, the developer of the mobile game Cut the Rope, has announced a promotional partnership with Burger King. The promotion will feature exclusive toys based on the game's character, Om Nom, as well as a new digital game as part of its kids' meal program.
The BK Crown kids' promotion Cut the Rope 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. Throughout the program, Cut the Rope's younger fans will get to experience a Cut the Rope universe that showcases Om Nom in six unique levels connected with the Burger King campaign.
With the partnership, the toys will come to life through corresponding all-new game levels released weekly via the Burger King website. 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," said Flavia Faugeres, executive vice president and global chief marketing officer, Burger King Worldwide.
The promotion will be in collaboration with licensing agents, Studio Licensing Inc. and Established Brands Licensing, and will cover participating Burger King restaurants in the U.S. and Canada.
"The Burger King brand is an ideal partner for us as we are always searching for new, meaningful ways to bring Om Nom to our fans," said Tanya Haider, head of Merchandising and Licensing at ZeptoLab. "Together we are leading a new wave in connected entertainment. Our coordinated campaign mixes the digital and physical worlds to deliver an amazing product that is more than just a toy, it is an experience."
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