What can motivate a multinational like Burger King to sponsor the Learn the story of how he got the best players in the world to pose with his brand at bargain prices and how he turned a small British team into a social phenomenon.
The origins of the agreement
in summer 2019 Burger King became a sponsor of Stevenage FC, a team from League Two, the British fourth division. The strange operation, closed around £50,000 (about 55,000 euros), was the start of a marketing campaign by the David Madrid & David Miami agencies with which they managed to get Burger King to appear in FIFA20, the most popular soccer game in the world.
Thus, when FIFA20, which includes teams from up to the British fourth division in which Stevenage FC plays, was released, Burger King appeared as a sponsor on the team’s clothing. with this move Burger King managed to put its logo on a game used by more than all over the world. But the story had just begun.
The #StevenageChallenge
In October 2019 Burger King launched the Stevenage Challenge, a series of 7 challenges among which were scoring a goal, making a pipe or scoring a hat-trick among others. Of course, always within the video game and playing with Stevenage FC.
The participants had to share a video on Twitter fulfilling the challenge, tag @BurgerKingGames and use the hashtag #StevenageChallenge. In exchange, they received codes that they could redeem for free meal at burger king like onion rings, nuggets, chicken wings, or hamburgers.
https://youtu.be/6Qf3lqfslOw
The results
The success of the Burger King campaign was immediate. FIFA lovers began to play with Stevenage scoring more than 25,000 goals in less than two weeks. Stevenage FC became the most played FIFA20 team in a milestone for a team so modest and unknown even to the most football fans.
Goal I want the onion rings
— DIEGOGAMINGTNW (@DIEGOGAMING91)
Due to the popularity that Stevenage FC has achieved, for the first time in its history the team’s jerseys have been sold out which retail for £42.99. In addition, since the FIFA 20 career mode allows you to sign the great soccer stars, we have been able to see Messi, Cristiano Ronaldo, Neymar Jr., Mbappé and the best soccer players in the world wearing the Stevenage shirt and of course, with the Burger King logo.
Can you imagine how difficult it would have been and how much this sponsorship would have cost following a traditional model? And the best of all is that in the and advertising FIFA20 is not directly mentioned, they were simply referring to “a 2020 edition soccer video game”, so Burger King has not had to pay a penny to Electronic Arts.
Burger King has managed to link its brand with the biggest stars in world football and delight FIFA fans around the world. A great example of creativity and how to achieve a lot with very little. Normal that the campaign has received
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