senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

Burger King Challenges Gamers to Score with Burger and King

31/10/2024
Creative Agency
Brussels, Belgium
614
Share
The campaign was created with Happiness Brussels, an FCB alliance

The gaming season for sports fans has officially begun. Thanks to new technology and the advancement of in-game features for 2025, football fans can create their dream team with current or fantasy players, and commentators will now announce the names of all players – no matter whether they’re a huge star or on the bench of the last division team.

Happiness Brussels, an FCB alliance, and Burger King Belgium have capitalised on these new features with an innovative campaign, to help the famed burger brand get their name mentioned in games time and time again – just by encouraging gamers to use players with the same name as the brand.

The activation, #BurgerToKing, invites football fans to create a squad with players called “Burger”, “Berger”, or “King” and pass between themselves, prompting the commentator to constantly shout “Burger!” and “King!”. The brand is encouraging users to score goals from Burger to King and share these moments on social media with the hashtag #BurgerToKing, to receive a coupon for a free Whopper.

Dirk Lammens, head of marketing at Burger Brands Belgium, said, “Burger King is a relatively young brand in Belgium. We’ve only been around here since 2017. With this activation, we’re able to engage with the local gaming community in an authentic, bold, and playful way, and help claim our place in culture.”

Geoffrey Hantson, chief creative officer at Happiness, an FCB alliance added, “Brands have been trying to enter the world of gaming for years, but it turns out that Burger King has been there all along… with players called Burger and King. We’re happy to bring this to life with this activation”

How it works:

  *   Players create their own team with both male and female players named Burger and King. They can do this in any game, with any player.

  *   Score a goal with a player called Burger, assisted by a player called King, upload a clip of the goal with the hashtag #BurgerToKing to social media, and receive a coupon for a free Whopper.

The campaign launched in Belgium with six of the country’s biggest football streamers on TikTok and Twitch including: @JoaquimBlaze, @RSCL_ShadooW, @rigortv @riedley, @sjipoepii, @toobzster.

See the project in action here.

Brand
Agency / Creative
SIGN UP FOR OUR NEWSLETTER
More News from Happiness
Work of the Week
Work of the Week: 04/10/24
04/10/2024
984
0
Hires, Wins & Business
New Ad School Kicks off in Belgium
23/09/2024
167
0
ALL THEIR NEWS
Work from Happiness
Memory Shots
Kodak
02/10/2024
24
0
The Road
Streamz
04/10/2023
8
0
Sobercoins - Case Study
City of Balen
13/06/2023
65
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0