Case Study - Burger King x MCLaren

→ Context

During the spring/summer of 2023, Burger King once again set us a fun challenge.

They wanted to increase traffic to their restaurants and generate leads on their MyBurgerKing App, linked to the activation of their McLaren team sponsorship. To achieve this, they created special menus linked to F1 and the McLaren team, with prizes in the form of merchandising and exclusive experiences at the Catalan GP. One of the brand's requirements was to maximize the reach of the campaign.

From Play The Game, we knew how to meet the challenge, so without a second's hesitation, we decided to accept the proposal and got down to work.

→ Proposal

After several team meetings and deep analysis, we proposed to mix notoriety with calls to action and amplify it with a good team of content creators. We began to prepare the campaign, divided into two phases: the first took place in April 2023, where the objective was to raise awareness of the action among the maximum number of users, and the second between June and July, where we generated calls to action.

On this basis, it was clear to us that we needed content creators specialized in the world of motorsport, especially F1. That's why our line-up was as follows: Ampeter, content creator specialized in gaming; Víctor Abad, DAZN journalist and F1 expert; BloopGG, loyal follower of the world of motorsport and McLaren, as well as a streamer; and Folagor, creator of varied content and video gameplays. All of them create content through their social networks, as well as live on other digital platforms. One of the keys was the flexibility we gave to the streamers to create something that would serve the interests of the campaign and at the same time be organic.

In the summer, the action phase began, and we launched actions that communicated the possibility of winning exclusive experiences, merchandising or subscriptions to DAZN through the purchase of F1 menus in the different BK sales channels.

→ Value

Once again, for Burger King, Play The Game was in charge of planning and executing the 360-degree campaign. From strategy to implementation, relationships with creators, monitoring and optimization. As well as providing an updated qualitative and quantitative analysis of the results. This was crucial, as in a long-term campaign like this one, it was necessary to adapt the content on the fly according to the learnings and results analyzed on a weekly and daily basis. Thus contributing our experience in the sector and achieving the objectives set by the client.

→ Results

The statistics were incredible, multiplying by three the estimated reach and finally achieving more than 3.2 million impressions and views. But most importantly, both the reception, participation and purchases by the public were extraordinary. Therefore, Burger King's objectives were successfully achieved, and very positive internal conclusions were obtained.

→ Client's quote

"From the launch of the brief, through the proposal and the measurement of results, the Play The Game team has been very responsive and reactive to all our needs. They have helped us to highlight the value of our campaign, communicating it in a differential way and adapting to the language of the target we were looking for".

Borja Moya, Head of Digital Marketing at Burger King.

Explore more Case Studies: