As an account services intern at MullenLowe, I worked with a team of fellow interns on a project to create potential work for Burger King
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COPY: Casey Nealon
AD: Cooper Epps
DESIGN: Billy Palmer, Sarah Reed, Victoria Raschi
STRATEGY: Christina Schwartz
PM: Julia Ross
Objective:
Make BK the first choice for gamers by creating a stunt that leverages the BK app
Target Audience:
Newbies Casual Core Hardcore Pro
These gamers play more than 10 hours a week and typically enjoy playing more complicated role playing video games
Company:
BK has a history of playful banter
BK knows how to dish it out but knows there is a limit when it goes too far
They play video games when they just want to relax, and typically less than 10 hours a week
These gamers play more than 10 hours a week and typically enjoy playing more complicated role playing video games.
They play video games whenever they get a chance (on average 20 hours a week) and are usually the most knowledgable about a variety of games.
Culture:
From getting hyped to getting bullied
Trash talk is part of the game, but it has quickly become a toxic environment for the gaming community
Competition:
The conversation of trash talk has been untouched
No QSR brands have gotten involved with the conversation around trash talk
Professional gamers usually play in high-tier tournaments around the world playing for millions dollars.
Consumer:
There is an art to trash talking
Most gamers can indulge in a little trash talk now and again but there is a fine line between what is appropriate.
Key Message:
Show gamers how to trash talk like a king
The Idea:
Burger King knows that trash talk can toe the line between just playing and bullying.
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That’s why we’re here to sweeten defeat.
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When a gamer beats another, they’ll have the option to send a Whopper
to their opponent.
The Execution: