Burger King Delivers Wireless Directions, Promos

Share this article:
Miami-based Burger King Corp. is partnering with go2 Systems to help customers locate its 8,300 franchises via wireless devices.


Along with go2's location-referencing service, Burger King will use its technology to deliver driving directions, click-through calling options and promotions.


"Companies like Burger King spend millions marketing their brand, but systems to help people find their stores are not really good enough," said Lee Hancock, president/CEO of go2 Systems, Irvine, CA. Travelers often have trouble finding restaurant locations because Yellow Pages data can be old and do not provide additional information, such as hours of operation, Hancock said.


Gradually, Burger King will add advertising and promotional messages, but it has not yet developed the programs. Other brands working with go2 are using click-to-coupon promotions, sponsorships of searches and interstitial ads.


Executives at both go2 and Burger King believe they can reach a large audience via wireless phones and other devices.


"We delivered well over 15 million page views last month, and people are looking for mostly entertainment, dining and food," Hancock said.


Cindy Syracuse, director of interactive and adult promotions at Burger King, added, "We believe the future of pervasive mobile computing presents a large opportunity."


Go2 services are included on AT&T, Sprint, Verizon, Nextel and Cingular wireless phones, along with personal digital assistants and pagers.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.