Burger King partners with Microsoft to launch futuristic games

Burger King is partnering with Microsoft to target children and offer a free toy in Kiddie Meals that will also act as a virtual toy within Xbox games. The physical toys will come with a tag, which is used to scan the toy into an Xbox Kinect game called Kinectimals.  The launch is expected before Christmas this year.

Burger King
Burger King

Speaking at the Cannes Lions Festival, Microsoft senior vice president Mich Mathews used the deal with Burger King to explain the branding opportunities made possible by Microsoft’s controller-free technology, Kinect. The Kinect technology will work by linking up a motion and voice sensitive camera to the Xbox 360. The Kinect add-on is already available for pre-order and will be officially released sometime in the autumn.

The Kinectimals game is targeted at children and allows players to bond with five different animals by teaching them new tricks, playing together and completing challenges. After the Burger King toy is scanned into the game, the virtual toy can be thrown around and the pet animal will fetch it and bring it back to the player.

Microsoft is set to further exploit the flexibility of its upcoming controller-free gaming and entertainment system by allowing other brands to place products into Xbox games.

Microsoft’s hands-free motion control system will include face and voice recognition and is designed to break down barriers and encourage the whole family to play the Xbox 360 console. Both Microsoft and Sony have been scrambling to catch up with Nintendo after the Nintendo Wii motion-sensitive games console enjoyed massive success after opening up video gaming to new demographics.

Mathews says the software will also open up new advertising platforms. She believes the “contextual relevance” of the software makes it a powerful advertising tool because “it understands what I’m doing or trying to do, it understands my voice, it responds to touch”.

This story first appeared on pitch

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here