Burger King's Obscure Football Sponsorship Wins Cannes Direct Grand Prix

This is the second Cannes Grand Prix for Burger King this week

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Burger King has added to its Cannes Lions awards haul by scoring the top prize in Direct, which celebrates targeted and response-driven creativity.

The fast-food brand’s “Stevenage Challenge,” created by David Miami, won the Direct Grand Prix. It also won a gold Lion in the category.

Launched in 2019, the campaign saw Burger King sponsor the little-known U.K. soccer team Stevenage FC. It invited players of FIFA 20 to pick Stevenage as their team and complete in-game challenges for a chance at winning prizes. 

By backing an underdog, Burger King got brand exposure within the popular FIFA game for a fraction of the sponsorship cost, while Stevenage also received popularity online that had eluded the team in real life. 



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