Briefing
Burger King aims for the younger, trend-savvy audiences. More specifically, they target millennials and Gen Z via social media, gaming and in-culture communications and activations.
In Belgium (where this idea originated and where Burger King is still a very new brand in the market), the gaming community is key, because it’s a huge and very engaged audience (88% of Millennials and 92% of Gen Z actively play video games) and because the economic value of the gaming community (in Belgium only) was around €582M.
Solution
The activation was announced by key FC25 streamers, who did numerous livestreams explaining the promo, inviting gamers and demonstrating how to score with Burgers and Kings, once again watched by thousands of enthusiasts.To make it work we reminded people of who were some of these less know ‘Burgers’ and ‘Kings’. With a total of 9 players named King and 5 Burgers (including 4 Berger who sound like Burger when their names are narrated).
Gamers quickly took on the challenge and used either #BurgerToKing or @BurgerKing
to alert the brand they had posted a goal with “Burger to King”. Goals were posted on all social channels but most predominantly on TikTok. For every post, Burger King messaged the gamer with a coupon that could be redeemed at our App.