Burger King unveils eSports clan – intent on kicking ass and taking orders – on PlayStation 4

Fast food outlet Burger King is looking to tap into the world of gamers, and position itself as the restaurant of choice during those high endurance multiplayer sessions, by positioning the Burger Clan within Sony’s PlayStation 4 online community.

The scheme, currently located in Spain where the fast food chain was first in the category to offer home delivery, will see the Burger Clan appear in select multiplayer PlayStation 4 games to both aid gamers (and take their food orders).

Looking to shock and reward gamers, and perhaps generate a degree if excitement within the gaming community, the scheme will task Burger Clan members with an unusual degree of multitasking as they deliver the mandatory line “do you want fries with that?”

Bianca Shen, marketing director for Burger King Spain, said: "Burger Clan is a creative disruption in both the home delivery and gaming worlds and it strikes a great balance between useful and fun. As a brand we love acting differently but with a strong purpose and relevance. Burger Clan is a great example of this thinking."

While this stunt could initially be put down as an April Fool's Day joke, the franchise actually rolled out Whopper flavoured toothpaste.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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