Football’s biggest event post-pandemic was approaching: Euro 2020. Hundreds of brands were vying to be seen and Burger King wanted to score their market’s biggest goal in Spain and increase home deliveries. The problem? We weren't sponsoring anything, we didn’t want to pay UEFA’s hefty fee, and in Spain, particularly among our target audience of young people aged 14-35, pizza is the number one food associated with getting together at home to watch the football.

Our gameplay was to reach the level of visibility and prominence that main sponsors have on these types of events. If we wanted to be seen, there was only one way: to move away from the traditional ads packages and score big with a powerful insight. We met our audience where they are most comfortable.

Our idea was simple but provocative: broadcast. For the first time ever, all matches from the Spanish national team to be broadcast on MEDIASET - the media group who owned the Euro 2020’s rights in Spain – but with a twist. We removed the tried-and-tested model of regular sportscasters who have been commentating on football in the same way for years and subbed them for notable digital figures who resonate with our target audience. We selected known YouTubers who are the top FIFA videogame players in Spain to commentate each match.

And because our target audience doesn’t sit glued to a single screen, we kicked the idea even further. We broadcast all commentated matches on the sites where young audiences consume content, and allowed them to interact with it.

Eurotubers by Burger King was born. A whole new way for young audiences to enjoy Euro 2020.

We launched through linear television on MEDIASET, TV channels, digital and social media, rousing excitement that a new way to enjoy Euro 2020 had arrived.

We created a broadcasting ecosystem from the Eurotubers television studio, allowing us to use UEFA’s official live TV signal of Spain’s matches.

This worked by delivering the official UEFA live TV signal to MEDIASET. From there, it was distributed to their own broadcasting of linear TV, while also to the Eurotubers TV set, where it was mixed with audio and image of our YouTubers. Finally, it was broadcast to Mediaset’s VOD Platform, our microsite and across social media.

In addition to this, we launched live ads from each YouTuber’s social media channels with links to the broadcasts before the game. To capitalise on conversations after each match, we distributed bitesized content in the Mediaset ecosystem, across Burger King’s channels and each YouTuber’s social media profiles.

During the campaign, we entered the top three brands most associated with Euro 2020 in the Food Home Delivery category, above our main competitors, including those that were Euro 2020 official sponsors.

We also increased purchase intention by five percentage points. Our content reached the top five of YouTube Trending and on Twitter, we led conversation, with over 2,000 tweets on average per match, securing 180 million impressions - tripling the figures of major sports shows.

Alongside this, Burger King’s brand association with sports rose by 61%, and with football in particular by 66%. The extra media value obtained was +605K€ and the total media value was +121% of its initial cost, while the cost-per-GRP was 98% - less than McDonalds paid and x6 the penetration ratio on the target versus TV advertising.

This resulted in a total audience of 19.3 million people, almost half the population of Spain.