Burger King Turns Little-Known Football Team Into A Gaming Sensation In Genius Campaign
Burger King outraged the gaming community last month, when it revealed it had turned the donation feature on Twitch into a marketing campaign.
Despite the outrage, the burger maker is back with another gaming-led guerilla campaign.
Last year, Burger King made the seemingly bizarre decision to sponsor fourth division British football outfit Stevenage.
The deal was believed to be worth £50,000 ($90,000) and saw Burger King have its logo on the front of the Stevenage shirt.
And while Stevenage battled it out in div four, Burger King hatched a plan to use online game FIFA 20 to “turn a small team in the real world into the biggest team online”.
Brilliant idea and execution from Burger King! pic.twitter.com/ca8AQOdCkq
— Jonno Simpson (@JonnoSimpson) September 22, 2020
With the help of DAVID The Agency, Burger King launched an initiative where FIFA 20 players using Stevenage could unlock special meal deals by completing challenges and uploading the video to Twitter.
Burger King has revealed over 25,000 goals were shared online by gamers in just a week last October.
Stevenage also became the most used team in ‘Career Mode’ on FIFA 20, with players recruiting the likes of Lionel Messi and Cristiano Ronaldo to play for the online side.
For Stevenage, the sponsorship deal also meant that for the first time in the club’s history it sold out of its jerseys.
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