Burger King Delivers Wireless Directions, Promos

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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.


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