With the creation of several successful Burger King characters, we had an arsenal of intellectual property at our disposal. So instead of solely buying media to expose the brand, we wanted to create a form of entertainment that would be engaging enough for the the audience to interact with BK. And so the King Games were born. We developed a series of XBOX games, and sold them at Burger King restaurants. They sold out quickly and actually made the top-selling charts. Our audience not only engaged with our brand, but they paid to do so in what became the 2006 Titanium Grand Prix winner at Cannes.