Objective

To reinforce Burger King’s product communication and boost customer engagement during the World Cup through an integrated multi-channel strategy that utilizes in-store gamification, online and offline advertising, TV spots, and social media channels.

Activities

In-store Gamification: We developed an interactive app-based campaign that allowed customers to scan placemats using their smartphones to unlock mini-games and digital coupons dedicated to the World Cup.

Content Creation: We created high-quality visual content and a cohesive media strategy, combining gamification and advertising to engage users across various touchpoints.

Social Media Management: We handled all of Burger King Italy’s digital channels, creating dynamic and engaging social media posts to maintain brand visibility.

App Development & Gamification: The app “BK Zone” was created as part of the gamification strategy, allowing users to engage with fun, interactive games, which translated into in-store engagement.

Online & Offline Advertising: Integrated digital and traditional advertising strategies, including a TV spot and social media activation, ensured consistent brand messaging.

Results

• +45,000 leads generated through in-store video games in just one month.

• +190,000 app installs within the first month.

• +14,000 new fans on Burger King’s Facebook page during the campaign.