Burger to King

For the first time ever, a brand turned in-game audio commentary into a new media channel. Utilizing a loophole in the FC25 in-game commentary audio update, we outsmarted the newest technology to de-position our competition who spent millions of dollars on traditional media sponsorship buys. Capitalizing on a massive audience that we need to engage within a moment that we had their full attention, we tricked the dynamic in-game commentary technology of FC25 to say our brand name ‘Burger’ ‘King’ over and over and over again – making us the most mentioned brand without an official sponsorship.