Burger King has presented “The Grand King”a strategic action of influencer marketing that brings together four of the content creators with the greatest scope in Spain: Lola Lolita, Roro, Ceciary and Djmariio. For four weeks, they will compete to lead sales of Your custom menumobilizing their communities in an initiative that combines notoriety, participation and conversion. The campaign will culminate on July 30 with an experiential event that will crown the winning team.
Each influencer has customized a classic menu by Burger Kingincorporating representative ingredients of their preferences and style. Thus, Djmariio is committed to Steakhouse with onion rings; Roro chooses the long chickn with double cheese and triple bacon; Ceciary presents a Whopper with Crispy onion and barbecue sauce; while Lola Lolita reinterprets the CBK with a touch of barbecue.
The activation includes a participation mechanics based on the purchase of the influencer’s menu through the app, the web or the physical restaurants of Burger King in Spain. Consumers who buy the menu from their account will participate in weekly exceptional merchandising and entries to attend the final event. In addition, the most committed followers may be part of the teams that will compete in the tests of the Grand Kingled by the ambassadors themselves.
The final event will take place on July 30 and will have a differential element: the red button, a resource that will offer strategic advantages to the influencer whose menu has accumulated more sales, such as freezing the rival equipment or gaining extra time. In this way, the campaign is articulated around a Competitive narrative which encourages involvement and reinforces the connection between brand, ambassadors and audience.
“The Grand King is an experience designed to connect with the new generations from authenticity and entertainment, without giving up brand values. We have opted for an integrating format that combines content, community and point of sale, generating value for both the consumer and for the company”said Yvette Altet, marketing director at Burger King Spain, during the campaign presentation event, held in Madrid. The call brought together some of the most relevant content creators of the digital environment, such as Sofia Surferss, Alicia by Hermos, Patica, Pabloos, Pablo Santos and David Geli, among others.
The campaign has been developed by David Madridwhich also signs the spot for television and digital. Under a humorous narrative, the piece reflects the competitive spirit of influencers within a Burger King restaurant, highlighting their proposals and directly appealing to the engagement of their respective audiences.
Burger King’s strategy with “The Grand King” is part of a global trend of the great rapid restoration brands: the Creation of personalized menus in collaboration with public figures of regret notoriety. In recent years, this tactic has fueled the well -known rivalry with McDonald’s, who has worked with artists such as Travis Scott, J Balvin, BTS or Aitana in the creation of exclusive menus aimed at their fans. These actions not only reinforce the presence of brands in the cultural imaginary, but also generate a strong emotional bond with younger audiences through affinity marketing.
