Case Study - Burger King Futking

Context:

During the Qatar 2022 World Cup, Burger King wanted to take the opportunity to indirectly link itself to the football territory (indirectly as McDonald's is the sponsor of the world cup), with the main objective of being in the conversation and generating relevance thanks to the event.

Proposal:

To do so, we proposed to create Futking, the 1st football-tennis championship with the intention of generating noise on Twitch.

On 20 November, coinciding with the opening match, we transformed a Burger King into a Fut-tennis "Stadium", that is, we created a physical space adapted to one of the Burger King in Madrid.

We managed to bring together multiple celebrities such as Siro López, Miguel Ángel Román, Irene Junquera and former Real Madrid player Ivan Helguera. They gave voice to the live broadcast via Twitch and created a real show. 16 content creators also took part, forming 8 teams with retro jerseys. Baptistao, Leviathan, BTA, JessKiu, Selis, ElPiezas, Yihi, GxlDePalinho, Tanizen, Noni, La Media Inglesa, Khan, Sankhs, Imantado and Deqiuv.

As if that wasn't enough, the event was enhanced by adding freestyle performances, magic, mentalism, cards with different dynamics and values (I don't know if you're familiar with what was later implemented in the Kings League...), the "Ivan Helguera Boost" and much more!

Value:

From Play The Game we take care of the complete management of the event, both the physical activation (assembly, production, guests, etc) and the digital activation (broadcasting, audiovisuals, social networks, etc) all this in record time. In addition, managing unforeseen events, such as Siro López's illness or some last-minute changes. That said, with the capacity to react in order to manage a quality, disruptive and differential event.

Results:

With the Futking event, a great integration of the Burger King brand was achieved on Twitch and social media. The broadcast reached almost 200k views, in addition to the 3.1 million impressions distributed among the different social media channels, and presence in traditional press. In addition to a very positive engagement and feedback from viewers.

All in all, a great success, let's go for the second edition!

Client's phrase:

Once again Play The Game has been up to the task of creating differential activations despite the demands of the event and all the unforeseen events that arose. Being able to count on them is a pleasure, they always adapt perfectly to our needs.

Borja Moya, Head of Digital Marketing at Burger King.

Explore more Case Studies