Digital Transformation

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

By John McCarthy | Media editor

LOLA MullenLowe

|

Creative Works article

April 5, 2017 | 3 min read

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?”

Burger King and PlayStation 4

Burger King and PlayStation 4

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."

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

Lola MullenLowe delivered the campaign. Vote for it in our creative works below.

Burger Clan by LOLA MullenLowe

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Digital Transformation

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LOLA MullenLowe is the most creative agency in Europe according to the 2019 WARC report and 12th in the world in the Cannes Lions Creativity report. Our secret is Latin spirit and global reach - which gets our clients an unfair share of attention. We have the passion, creativity, rebelliousness and fearlessness of Latin culture and the expertise in connecting the hearts of brands with the hearts of people anywhere in the world. Our talented team is made up of over 20 different nationalities, making it the most diverse agency in Spain. We all share the same core values; we are open, hungry, solvers with a love of craft.

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