BK was getting lost in the noise. Their sponsored events had gained them no traction with Hispanic consumers. To evolve a promotion into an actual proprietary experience, they had to capture the passion of fútbol and ignite a flame under a more diverse audience.
Leverage the pop culture relevance and irreverence of “The King” and align it with the global freestyle soccer movement.
Seven U.S. cities, five freestyle soccer stars, and nearly 20,000 people later, we developed an engaging proprietary experience for the true soccer fans and their families through one-of-a-kind soccer-themed games and branded experiences. We successfully brought a connection between Burger King and fútbol fans that went beyond culture: “Fútbol Kingdom”. This experience set a new standard for what a soccer promotion can be, and was the first campaign that created the quality devotion to the brand showcased within the General Market.