Games are the new battleground for brands. More and more companies are investing in establishing a closer, more authentic relationship with gamers. 

Mission: Whopper was a different way to reach the gaming community.  We invited them to a challenge, creating a game within the game. 

Burger King launched the campaign in partnership with the biggest streamers in the country.  Names among the top 10 Brazilian streamers, like Coringa with 4,2 million followers on Twitch.tv. 

Only in 2 hours of Coringa's streaming, the campaign reached 144,283 unique viewers, 16.534 chat participants and more than 200,000 interactions.

Gaming is a huge industry with its audience surpassing other mass media. More and more brands are investing in it. But Burger King was willing to challenge itself to the next level.

So, in order to activate the Burger King brand for the gaming community, BK had to propose a disruptive strategy. The objectives were pretty straightforward: become talked about while creating a unique, fun and different experience for the audience while increasing sales on the app. And so, the Mission: Whopper was born.

Burger King's main target in Brazil are those aged 18-24 yrs old. Unlike traditional audiences, they spend much of their time on video games. Getting their authentic attention is a huge challenge for brands.

BK wanted to increase the brand's connection with the gaming community. So they created engaging and entertaining content that actually adds value to the gamer's experience, rather than simply pushing products.

The approach was to create a game within the game. Inviting gamers to a juicy challenge: change their names for ingredients, build the Whopper on the scoreboard, and post the results with #MissionWhopper on social networks.

Every competitive game has a scoreboard that displays the players' names. So we decided to turn this into advertising for Burger King. 

We invited gamers for a mission: build the Whopper in the Call of Duty scoreboard.

All they had to do was change their nicknames for Whopper ingredients and finish the game in the correct order: Top Bun, Salad, Cheese, Pickle, Grilled Meat, and Lil Bun. 

Those who completed the mission - or better yet - the Whopper, shared the print of the scoreboard on social media. From there, Burger King DMed them with six free coupons for the entire squad.

The Mission: Whopper started as a Call of Duty promotion, but the creative insight resonated with the gaming community, making it quickly spread across the scoreboards of some of the most popular games online.

Burger King called on the most popular Brazilian gaming influencers to start the Mission: Whopper. During a 3-hour live stream for more than 100,000 viewers, they joined forces to complete the task. After accomplishing the mission, all gamers were invited to the challenge.

The campaign ad consisted of cuts from the best moments of the live stream. Then, players posted their scoreboards with #MissionWhopper on social networks to redeem the coupons.

The Mission: Whopper reached an all time high by taking the main stage at the Call of Duty Official Launch Event in Brazil.

Mission: Whopper broke the Call of Duty barrier. Gamers completed the mission in over 20 different games online. 

Mission: Whopper was a great success for Burger King. The idea reached not only Call of Duty player, but all the gaming community. 

The brand felt the impact of the idea since the start. Only in 2 hours of Coringa's streaming, the launch reached 144,283 unique viewers, 16.534 chat participants and more than 200,000 interactions.  Summing up all the lives of Mission: Whopper, the campaign has 2,4 million minutes watched by more than 300.000 viewers.

The engagement was beyond the content, the gamers also participated Mission: Whopper. More than 50 thousand squads accomplished the mission, redeeming more than 40,000 coupons. On that week, BK increased 28% of online sales.

The campaign was so well received by the community that Burger King turned Mission: Whopper into a standard activation for all game-related releases.