Burger King's Gaming Campaign to Rewards “Burger-to-King” Goals
Georgia Wray Norsten — November 12, 2024 — Marketing
References: adage
Burger King is tapping into the gaming world with a new campaign that cleverly rewards players of EA Sports FC who score goals through a "Burger to King" combo pass. Created by Happiness Brussels, an FCB alliance, the campaign invites gamers in Belgium to share footage of their 'Burger to King' goal moments on social media with the hashtag #BurgerToKing for a chance to win a free Whopper.
With EA Sports FC’s latest upgrades, player names, including lesser-known ones, are now announced during gameplay. This feature is a perfect fit for Burger King’s activation, which makes scoring with players named "Burger" and "King" a real-world reward. Gamers can even build custom teams featuring these players to boost their chances.
“Burger King is a relatively young brand in Belgium, and this campaign is an exciting way to connect with the local gaming community,” says Dirk Lammens, head of marketing at Burger Brands Belgium.
Image Credit: AdAge
With EA Sports FC’s latest upgrades, player names, including lesser-known ones, are now announced during gameplay. This feature is a perfect fit for Burger King’s activation, which makes scoring with players named "Burger" and "King" a real-world reward. Gamers can even build custom teams featuring these players to boost their chances.
“Burger King is a relatively young brand in Belgium, and this campaign is an exciting way to connect with the local gaming community,” says Dirk Lammens, head of marketing at Burger Brands Belgium.
Image Credit: AdAge
Trend Themes
1. Gamified Marketing - Integrating gaming mechanics into marketing campaigns can engage younger audiences and enhance brand interaction.
2. Interactive Social Media Promotions - Encouraging users to share content on social media can increase organic reach and foster community engagement.
3. Personalized In-game Rewards - Offering real-life prizes for in-game achievements can create a more immersive and motivating gaming experience.
Industry Implications
1. Fast Food - Innovative campaigns linking digital interaction with tangible rewards can boost customer loyalty.
2. Video Games - Collaborating with non-endemic brands can open new revenue streams and diverse brand experiences.
3. Digital Marketing - Using cross-platform promotions can amplify reach and effectively target tech-savvy demographics.
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