Stevenage
Award: Yellow Pencil
Yellow Pencil / Experiential / Gamification / 2020
Award: Yellow Pencil
Yellow Pencil / Digital / In-Game Advertising
Award: Yellow Pencil
Yellow Pencil / Direct / Direct Response/Digital
If a brand wants to sponsor the best football players, they have to pay millions. But Burger King found a way to endorse them without paying them a single penny. It sponsored a team at the bottom of English football’s 4th division: Stevenage. BK knew that if its logo was on their shirt, it was going to appear in FIFA 20. The brand then launched the #StevenageChallenge, inviting gamers to play with Stevenage and sharing UGC of the likes of Messi and Neymar wearing the BK logo, for BK rewards in return. It turned a small team in real life into the biggest team online.
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