Stevenage Challenge
Open the game- Brand
- Burger King
- Year
- 2021
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Challenge
- Agency
- DAVID
Objective
Burger King sponsored Stevenage F.C., a lower-league English football team, knowing their logo would appear in FIFA 20, the world's biggest soccer video game. The campaign aimed to reach millions of gamers and generate user-generated content featuring global soccer superstars wearing the Burger King brand — without paying them directly.
Solution
The Stevenage Challenge invited FIFA 20 players to sign top-tier soccer players (Cristiano Ronaldo, Messi, Neymar, and others) to the Stevenage team, score goals with them in the game, and win free Burger King food. The campaign leveraged organic gameplay and in-game visibility to create viral content as players recruited famous athletes into the underdogs' roster.
Results
The campaign achieved tens of thousands of user-generated content pieces featuring major soccer stars like Cristiano Ronaldo, Messi, and Neymar in Burger King-branded jerseys.
