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
What's Driving This Trend
- Gamified Marketing
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Who This Affects Most
- Fast Food
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