Burger King takes aim at gamers with Call of Duty-themed Whopper
Burger King is appealing directly to the stomachs of gamers with a Call of Duty-themed Whopper Meal as part of an immersive in-restaurant experience at selected restaurants.
Hype is building to a fever pitch around the popular gaming franchise ahead of the hotly-anticipated release of Modern Warfare II, the latest installment of Activision’s first-person shooter.
The ad touting the announcement showed a Burger King restaurant in the style of the video game. The tie-up will offer fans a crossover experience in which they can redeem codes for in-game rewards such as burger-themed skin and additional experience points. Fans will also be invited to demonstrate their gunplay during a special mission set within a Burger King restaurant, or wander a Modern Warfare II-themed restaurant in the dark with night vision goggles to track down hidden QR codes.
Andre Toledo, chief creative officer at David New York, said: “Working on a project for two brands as bold as Burger King and Call of Duty is a dream. Through this collaboration, we worked together to bring to life a campaign that unifies both worlds in a fun and intriguing way. We made it even more interesting by hiding some Easter eggs for the Call of Duty fans to have a bit of fun.”
Themed restaurants will also be decked out across the Middle East, South America and Europe, complete with minimaps and scenes from the game.
Ahead of the Friday launch of the game, Activision erected a giant 3D billboard at Piccadilly Circus in London to put gamers in the picture.
Credits
Agency: David New York
Global chief creative officer and partner: Pancho Cassis
Global chief operating officer: Sylvia Panico
Chief creative officer: André Toledo
Creative director: Linus Oura
Associate creative director: Guilherme Pinheiro
Head of production: Brenda Morrison Fell
Producer: Tomas Diego
Production coordinator: Sophie Freid
Managing director: Luiza Prata Carvalho
Head of account: Carolina Vieira
Group account director: Rafael Giorgino
Account supervisor: Irene León
Account executive: Camila Nuñez
Global strategy officer: Paula Vampre
Group strategy director: Gabriel Caramelo
Senior strategist: Vanessa Amaral
Global PR director: Sandra Azedo
Client: Burger King
Chief brand officer: Antonio Marques
Vice-president, head of marketing: Sabrina Ferretti
Senior director of global brand marketing: Iwo Zakowski
Director of global brand marketing: Andrea Beer
Chief marketing officer Iberia: Paco Recuero
Senior brand manager: Victor de Valdes de Azevedo
Brand manager: Sofia Ungredda
Head of digital marketing: Borja Mayo
Digital marketing specialist: Silvia Pardo Sanz
Global brand design director: Shira Bell
Art director global brand design: Alexander Coury
Production company: Primo Content
Executive producer: Pablo García Acón
Producer: Juan Bascon
Directors: CLAN (Fede & Nico)
Second unit: Michelle Cassis
Head of production: Ana Castellano
Art director: Diego Nuñez
Director of photography: Flavio Labiano
Stylist: David Cruz
Art: Cora Patiño
VFX: Mcnulty
Sound: Sonomedia
Color: Nadia Khairat