Case Study - Burger King Summer 2024
→ Context
Burger King once again turned to Play the Game for an exciting challenge: to promote the launch of "Whopper más Whopper que nunca" during May, targeting football enthusiasts. Their aim was to utilize platforms such as Twitch or TikTok with content creators, in order to engage the younger audience. Undoubtedly, at Play the Game, we geared up eagerly to tackle this new venture.
→ Proposal
During the Champions League semifinals, we, in collaboration with the brand, decided to center the campaign around these two matches. The focus was crystal clear: capitalizing on the fervor generated by the semifinal clash between Real Madrid and Bayern Munich. Following numerous internal meetings and extensive analysis, we selected Iker Ruiz, the mind behind the Elefutbol TikTok channel, hailed as the top Hispanic sports creator, alongside the crew from La Media Inglesa, a popular Spanish podcast on Twitch dedicated to English football.
With Iker, we crafted a TikTok video that seamlessly melded the intensity of the Real Madrid versus Bayern Munich showdown with the promotional angle of "Whopper más Whopper que nunca." As for the return leg at the Santiago Bernabeu, we orchestrated a community gathering at the neighboring Burger King to partake in a video shoot.
Regarding La Media Inglesa, we seamlessly integrated the campaign by featuring it in both legs of the match, employing their trademark natural and humorous flair. The linchpin of our success lay in the organic integration of the campaign within the content of both creators.
→ Value
Once again, at Play the Game, we undertook the planning and execution of a holistic campaign for Burger King. From strategy to implementation, we navigated the creator relationship, conducted tracking and optimization, and delivered qualitative and quantitative analysis of campaign outcomes. Leveraging our industry expertise, we seamlessly embedded the campaign within creator content, thereby achieving the brand's objectives.
→ Results
The statistics exceeded expectations, reaching over 4.8M impressions and views. The most notable aspect was the enthusiastic reception of the campaign by both creators' communities, garnering a large number of positive comments. Additionally, Burger King's objectives were successfully achieved, resulting in highly positive internal evaluations.
→ Client Quote
"With our relaunch of the "Whopper® más Whopper® que nunca," we wanted to enlist the help of the Play The Game team. With their assistance and proactivity, we were able to launch unique initiatives that allowed us to connect with our target audience. This proposal added significant value to the campaign, thus meeting the needs sought by Burger King."
Cristina Blanco, Marketing Burger King
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